A Comparative Study of Factors Affecting Value Congruence in Korea and Thailand

This study conducted a statistical analysis through a questionnaire to find out the influence of variables including individual values and group values on value fit. The results of the analysis and suggestions are summarized as follows. First, in terms of individual values, group values, and value fit, men were slightly higher than women by gender, but the overall results were not significant. However, by country, Thailand was higher than Korea and significant. This result is diagnosed as being due to cultural differences between Korea and Thailand, especially the religious beliefs or beliefs of Thai people. Second, in terms of value fit, the correlation was high in the order of group values, individual values, and country by gender, and it was significant. By country, the correlation was high in the order of individual values and group values, and it was significant. This result showed a similar pattern in Korea and Thailand. Third, the results of the multiple linear regression analysis showed that the explanatory power of the model was 44.5% (Adj. R2 = .433), and this model was statistically significant (F=37.637, p < .01). The independent variable, group value, was found to have a statistically significant effect on value fit (β=.591, p<.01) more than individual values or other variables. This result shows that there is not much difference in the effects of individual values and group values on value fit in both Korea and Thailand.