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The Factors Affecting Repurchase Intention of Macadamia Products among Consumers in Chiang Rai Province |
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| รหัสดีโอไอ | |
| Creator | Warun Sinlapasuwanchai |
| Title | The Factors Affecting Repurchase Intention of Macadamia Products among Consumers in Chiang Rai Province |
| Contributor | Saichon Bunrod |
| Publisher | Mae Fah Luang University |
| Publication Year | 2568 |
| Journal Title | Connexion: Journal of Humanities and Social Sciences |
| Journal Vol. | 14 |
| Journal No. | 1 |
| Page no. | 136-153 |
| Keyword | Marketing Mix, Sensory Marketing, Perceived Benefit, Repurchase Intention |
| URL Website | https://so05.tci-thaijo.org/index.php/MFUconnexion |
| Website title | Connexion: Journal of Humanities and Social Sciences |
| ISSN | 2821-9651 |
| Abstract | This study aimed to examine the factors influencing the repurchase intention to purchase macadamia products of consumers in Chiang Rai Province, To obtain information on customer behavior that will be used to develop marketing strategies for macadamia products, the results of which result in the needs of customers. This study integrated three theories, namely the Marketing Mix factors (4C), Sensory Marketing, and Perceived Benefit. This study used the quantitative research method and collected data from the general customer population in Chiang Rai Province through online questionnaires based on a convenient sampling technique. A sample of 510 customers was analyzed by the Multiple Regression Method.The results revealed that Sound Sense and Taste Sense factors, in the concept of Sensory Marketing had the highest effect on revisit intention, at values of 0.3515 and 0.24, respectively. While Marketing Mix factors and Perceived Benefit factors also had an effect, hence indicating that the development of marketing strategies should focus primarily on Sensory Marketing, as it is an important factor in consumer decision-making. Furthermore, studying Communication to Promotion and Consumer's Cost to Satisfy factors will provide more detailed decision-making information, which is beneficial for developing marketing strategies. |
