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Factors Affecting Purchase Intention to Buy Saowanit Mochi Products |
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| รหัสดีโอไอ | |
| Title | Factors Affecting Purchase Intention to Buy Saowanit Mochi Products |
| Creator | Wilailuk Khamloy |
| Contributor | Sarunya Lertputtarak, Wilailuk Khamloy |
| Publisher | คณะบริหารธุรกิจ เศรษฐศาสตร์และการสื่อสาร มหาวิทยาลัยนเรศวร |
| Publication Year | 2561 |
| Keyword | Perceived Usefulness, Normative Beliefs, Perceived Availability, Perceived Affordability, Perceived Awareness |
| Abstract | The purpose of this research was to investigate the factors influencing intention to purchase Saowanit mochi products with 9 different types of filling. The sample in this study consisted of 400 tourists visiting Chonburi Province, and the data was collected through questionnaires and then analyzed with SPSS program. The statistics used consist of frequency, percentage, mean, standard deviation, and Simple Linear Regression Analysis. The results revealed that the perceivedusefulness of the product influence the purchase intention of Saowanit mochi products at a statistical significance level of 0.01. The normative beliefs influenced the purchase intention of Saowanit mochi products with 9 different filling at a statistical significance level of 0.01. Perceived availability of the distribution channel influenced the purchase intention of Saowanit mochi products with 9 different filling at a statistical significance level of 0.01. Perceptions of consumer affordability influenced the purchase intention of Saowanit mochi products with 9 different filling at a statistical significance level of 0.01. In addition, perceived awareness influenced the purchase intention of Saowanit mochi products with 9 different filling at a statistical significance level of 0.01. |
| Language | ENG |
| URL Website | http://www.bec.nu.ac.th/becic2018/ |
| Website title | BECIC2018 |
