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Consumer Motivations, Cultural and Socioeconomic Drivers of Japanese Car Purchases in Thailand |
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| รหัสดีโอไอ | |
| Creator | Chavich Larpekudom |
| Title | Consumer Motivations, Cultural and Socioeconomic Drivers of Japanese Car Purchases in Thailand |
| Publisher | GSBATM-Assumption University Press |
| Publication Year | 2569 |
| Journal Title | International Research E-Journal on Business and Economics |
| Journal Vol. | 9 |
| Journal No. | 2 |
| Page no. | 15-31 |
| Keyword | Consumer Motivation, Cultural Influence, Socioeconomic Factors, Purchase Decision, JDM Cars, Symbolic Consumption |
| URL Website | https://assumptionjournal.au.edu/index.php/aumitjournal |
| Website title | International Research E-Journal on Business and Economics (Creative Technology Management) |
| ISSN | 2773-9406 |
| Abstract | This study examines the determinants of purchase decisions in the Japanese Domestic Market (JDM) car segment in Thailand by integrating psychological, cultural, and socioeconomic perspectives. Adopting a mixed-methods approach, quantitative data were collected from 61 JDM car owners using structured questionnaires, and qualitative insights were obtained through semi-structured interviews with five participants. Descriptive statistics, correlation, and multiple linear regression analyses were employed to test the proposed hypotheses, while thematic analysis was used to interpret qualitative findings. The results reveal that customer motivation is the most significant predictor of purchase decision, highlighting the importance of intrinsic factors such as passion, identity expression, and emotional attachment. Socioeconomic factors, particularly financial capability, also exert a significant positive effect, functioning as enabling conditions for purchase realization. In contrast, cultural influence does not show a direct significant impact, suggesting its role is more contextual than determinant. Qualitative findings further support these results, indicating that JDM car ownership is primarily driven by symbolic meaning and personal identity rather than social pressure. This study contributes to consumer behavior literature by proposing a hierarchical framework integrating motivation, socioeconomic constraints, and cultural context, offering both theoretical and managerial implications for niche automotive markets. |
