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PSYCHOLOGICAL FACTORS AFFECTING CONSUMERS' PURCHASE INTENTIONS OF AGARWOOD BEADS: A CASE STUDY OF NANNING CITY, CHINA |
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| รหัสดีโอไอ | |
| Creator | Si Li |
| Title | PSYCHOLOGICAL FACTORS AFFECTING CONSUMERS' PURCHASE INTENTIONS OF AGARWOOD BEADS: A CASE STUDY OF NANNING CITY, CHINA |
| Contributor | Sawaros Srisutto |
| Publisher | University of the Thai Chamber of Commerce |
| Publication Year | 2562 |
| Journal Title | UTCC International Journal of Business and Economics |
| Journal Vol. | 11 |
| Journal No. | 2 |
| Page no. | 189-208 |
| Keyword | Purchase intention, Psychological factors, Agarwood beads |
| URL Website | http://ijbejournal.com/ |
| Website title | ijbejournal |
| ISSN | 1906-5582 (paper) |
| Abstract | The purpose of the research is to understand the consumers' purchase behaviors and purchase intentions of Agarwood beads and also the effect of psychological factors on purchase intention of Agarwood bead. A total of 400 questionnaires were analyzed. Multiple regression analysis was used to examine the hypotheses. The findings indicate that the psychological factors (perception, motivation, learning, and attitude) had direct positive effect on consumers' purchase intentions of Agarwood beads. These findings will be useful for the Agarwood enterprises to aware the importance of psychological factors on consumers' purchase intentions. In addition, the findings of this research could provided effective information for the Agarwood enterprises to enhance the consumers' intentions of Agarwood beads. |
