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Factors affecting student’s purchase intension on innovative electric motorcycles in Bangkok and surrounding areas
(2025-01-01)
Withayaruksun, Thanapol
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Vuthisopon, Sujira
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Saengnoree, Amnuay
This research investigates the impact of three core factors—namely, product innovation characteristics, perceived value, and individual attitude—on the intention of university students in Bangkok and surrounding areas to purchase electric motorcycles. Additionally, the study aims to construct a structural equation model (SEM) illustrating the relationships among these variables. A quantitative approach was adopted, employing a structured questionnaire to collect data from 240 university students who had experience in motorcycle purchasing. A two-stage sampling method, including quota and purposive sampling, was applied. The data were analyzed using descriptive statistics, confirmatory factor analysis (CFA), and structural equation modeling (SEM). The findings revealed that product innovation characteristics, perceived value, and attitude each had a statistically significant and positive direct effect on purchase intention. Moreover, both product innovation and perceived value indirectly influenced purchase intention through the mediating role of attitude. Among these factors, product innovation characteristics exhibited the strongest total influence, followed by perceived value and attitude. An effective product innovation strategy that aligns with consumer values and nurtures positive attitudes is crucial in boosting students' purchase intention. These insights provide actionable recommendations for manufacturers and marketers of electric motorcycles aiming to target young urban consumers. The research advances understanding in the field of consumer behavior toward sustainable transport, particularly electric motorcycles. By integrating innovation, value perception, and attitude within a cohesive model, the study offers a practical framework for addressing purchase behavior in a growing market segment.
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Exploring the influence of live streaming on consumer purchase intention: A structural equation modeling approach in the Chinese E-commerce sector
(2024-09-01)
Yang, Gu
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Chaiyasoonthorn, Wornchanok
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Chaveesuk, Singha
The e-commerce landscape is evolving rapidly, and businesses seek novel ways to enhance their competitive edge. In this context, understanding consumers' purchase intentions becomes crucial. Drawing from the Stimulus-Organism-Response (SOR) theory, we propose a conceptual framework investigating the factors influencing purchase intention in e-commerce live-streaming marketing. The research adopts Structural Equation Modeling (SEM), Confirmatory Factor Analysis (CFA), and hypothesis testing to evaluate the relationships. The findings revealed that the attributes of live streaming, including the live streamer, the product, and the field, as well as trust and impulsiveness, positively influence purchase intention. This study provides a novel perspective on live streaming e-commerce with evidence on how e-commerce live streaming drives purchase intentions, enriches the content of live streaming e-commerce literature, and explores the practical implications for marketing managers who are looking for marketing by live streaming.
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Do behavioral and socio-demographic factors determine consumers’ purchase intention towards traceable organic rice? Evidence from Thailand
(2022-06-01)
Cavite, Harry Jay
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Mankeb, Panya
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Kerdsriserm, Chanhathai
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Joedsak, Athiwat
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Direksri, Nuttanan
Despite the increased popularity of organic rice in Thailand’s domestic market, little is known about how consumers’ behavioral and socio-demographic factors predict their purchase intention. Grounded on the theory of planned behavior (TPB), this research investigates consumers’ purchase intention for traceable organic rice. Responses were collected from 243 organic rice consumers in a farmers’ market in Chachoengsao Province, Thailand, following a convenience sampling approach. Data were analyzed using factor analysis, multiple linear regression, and one-way ANOVA to determine the factors predicting consumers’ purchase intention and identify any differences with respect to socio-demographic variables. Results reveal that subjective norms, perceived behavioral control, health consciousness, and knowledge of product traceability significantly predict consumers’ intention to purchase traceable organic rice. However, socio-demographic variables — age, income, and education, were found to have no impact on purchase intention. This study’s findings offer theoretical and managerial insights to community enterprises and policymakers to fully understand consumer behavior for organic rice and implement effective marketing strategies and policies.
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Community enterprise consumers’ intention to purchase organic rice in Thailand: the moderating role of product traceability knowledge
(2022-02-23)
Cavite, Harry Jay
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Mankeb, Panya
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Suwanmaneepong, Suneeporn
Purpose: Organic rice forms the largest portion of the Thai organic food market. Because of its increasing popularity, marketers need to better understand consumer behaviour to address emerging concerns regarding product safety and quality and to tailor better marketing strategies relevant to the development of organic rice. As such, this study aims to examine consumers' purchase intention towards organic rice, using traceability information, and to investigate the direct and moderating roles of product traceability knowledge, using the theory of planned behaviour. Design/methodology/approach: Responses were collected from 243 organic rice consumers in a farmers' market in Chachoengsao Province, Thailand, following a convenience sampling approach. The gathered data were analysed using structural equation modelling to evaluate the strength of the relationship between the constructs. Findings: The findings reveal that subjective norms, health consciousness and product traceability knowledge have a significant positive influence on consumers’ intention to purchase organic rice. This study also establishes the moderating role of product traceability knowledge in perceived behavioural control and purchase intention, indicating that elaborated product information through traceability is essential for consumers who feel capable of buying the product. However, the direct effects of attitude and perceived behavioural control are insignificant, indicating the presence of external barriers to the purchase of organic rice, and that people may have a negative attitude towards the product. In addition, the cost perception result reveals that consumers consider price as an indicator of organic product quality, thereby increasing their desirability. Social implications: The findings of this study will help community enterprises in Thailand develop a more effective marketing strategy based on the identified motivators of organic rice purchase intention. Originality/value: This study develops a model that integrates important factors related to organic food consumption to generate a more comprehensive analysis of this mainstream research. To the best of the authors’ knowledge, this is also the first study to investigate the moderating role of product traceability knowledge to obtain a new and more focused understanding of how this factor influences purchase intention when applied explicitly to organic food. Finally, the findings provide theoretical contributions and implications for both the community enterprise and policymakers on developing strategies for organic rice marketing among community enterprises in Thailand.
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Entrepreneurial insight of purchase intention and co-developing behavior of organic food consumption
(2021-12-30)
Khalid, Bilal
The purpose of this study is to investigate the entrepreneurial insight of purchase intention and co-developing behavior of organic food consumption in Thailand during the COVID-19 pandemic. The study is unique because it considers the management of changing lifestyle and eating habits of people occasioned by the increasing global health awareness brought about by the pandemic. The study has adopted the Stimuli-Organism-Response (SOR) paradigm to provide a conceptual model that incorporates corporate image and consumer engagement literature. The research used primary data collected from consumers in major cities across Thailand. The data was collected using a structured questionnaire. The hypotheses of the study were evaluated using Structural Equation Modeling (SEM). The findings of the study indicated that corporate image and corporate social responsibility have a strong influence on consumer trust. Corporate image and corporate social responsibility also have a positive and significant effect on personal values. Consumer trust and personal values were found to influence purchase intention significantly and positively, while purchase intention positively influenced co-developing behavior. Both consumer trust and personal values were found to positively mediate the relationship between corporate image, corporate social responsibility and purchase intention. The study recommended that business management should emphasize and cultivate a strong corporate image and corporate social responsibility image, which would increase customers' trust, their interactions, and interactions with the business, and the resultant purchase intention and co-developing behavior.
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Intention to purchase electric passenger vehicles among drivers in Thailand: A structural equation modeling analysis
(2019-01-01)
Promphat, Santi
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Deebhijarn, Samart
Electric passenger vehicles are still in the early stage of research and development in Thailand, but domestic researchers are already keen to know about the variety of factors that would have a potential to influence the intention of Thai drivers to buy the said vehicles. Using structural equation modeling analysis, this study examined the direct and indirect effects of attitude, external environment, marketing mix, subjective norms, and customer perception on purchase intention. Data were obtained from a sample of 650 Thai licensed drivers who were randomly selected and interviewed at 367 car service centers located across Bangkok. Results reveal that 52.3% of the purchase intention of Thai drivers are explained by the five-factor model. However, of the five factors, the most significant is subjective norms, followed by the marketing mix and attitude. Attitude, which lies at the heart of purchase intention, is predicted most significantly by the external environment. The findings suggest that Thailand’s concerted efforts on electric passenger vehicles would have to be carefully designed such that the relevant external environment, subjective norms, marketing mix, and attitude would all be directed to influence the purchase intention of local drivers positively. The model needs further validation among a broader sample of Thai drivers.
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Factors of s-commerce influencing trust & purchase intention
(2017-02-21)
Pothong, Chutada
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Sathitwiriyawong, Chanboon
This paper aims to study factors influencing trust and purchase intention on the Internet, develop model of trust and purchase intention by empirical data, and analyze path of antecedents influencing purchase intention. This study identifies the factors proposed in the existing social commerce constructs: Recommendation and referrals, rating and reviews, forums and communities, together with three additional important factors in online environments to get comprehensive results comprising security concerns, communication, and word of mouth. It has been found that the four investigated factors: Recommendation and referrals, rating and reviews, communication, and WOM, have positive effects on both trust and purchase intention. The rest of the investigated factors: forums and communities, and security concerns have positive effects specific to trust. The results also indicate that the more consumers trust an s-commerce, the more likely they are to exhibit purchase intention.
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Thai generation y/millennial consumer health and wellness: An antioxidant beverage SEM analysis
(2017-01-01)
Bundechanan, Niphon
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Fongsuwan, Wanno
The health and wellness food and beverage market is projected to grow to $US1.1 trillion by 2019 with 1.8 billion technology enabled, health conscious Gen Y/Millennial consumers leading the way. This study investigates new ways of evaluating purchase intention using integrated marketing communications, brand equity, and brand attitude embracing new Internet-related mediums such as Facebook, Twitter, and Instagram and new devices such as smartphones and tablets. Modern brand equity campaigns must also be culturally aware as Generation Y Asian youth represent the consumer of tomorrow with many global brands embracing new technologies to grow their markets. From the results of the study conducted on a health-conscious segment of 280 Bangkok Generation Y/millennial consumers, it was determined that brand equity had the largest influence on purchase intention of antioxidants beverages. Value and quality also determine the success of sales with culture and technology playing a significant role in integrated marketing communications.
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Lactose free milk and dairy product purchasing habit variables of Bangkok Thailand metropolitan consumers
(2015-01-01)
Senadisai, Panja
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Trimetsoontorn, Jirasek
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Fongsuwan, Wanno
With upwards of 90% of Asians unable to ingest milk products, lactose free milk can be a major contributor to a nation's health and weilbeing. Thailand, a country in Southeast Asia with nearly 70 million citizens is a market with almost no commercially available lactose free products for adult consumers with only limited lactose free milk children's milk products currently available. Given the importance of calcium to healthy development and growth, the researchers therefore undertook this study to determine the variables on the consumption and purchase intention of lactose free milk and dairy products within the Bangkok metropolitan area. Quantitative data was obtained from 189 Bangkok consumers over 18 years old and qualitative data from in-depth interviews of 10 nutritional experts, a doctor, marketers and patients while using Partial Least Square (PLS-Graph) software to apply Structural Equation Modeling (SEM) analysis. The results showed that the factor with the greatest influence on lactose free milk purchase intention included milk knowledge about lactose free milk as well as consumer marketing and the packaging and product reputation which have both direct and indirect influencing factors on lactose free milk purchasing and consumption.
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Model of factors influencing the intention to purchase lactose-free milk for the population of bangkok
(2014-01-01)
Senadisai, Panja
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Trimetsoontorn, Jirasek
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Fongsuwan, Wanno
Milk is an important source of protein, fat, lactose, vitamins and minerals. The nutritional value of milk from various animals, such as the highly popular cow milk, contains many useful nutrients. However, milk consumption is restricted for some consumers because they are allergic to milk. Milk allergy can be found in children and adults alike. In children, allergy symptoms include diarrhea and vomiting while the symptoms in adults include flatulence, indigestion and stomach gas. These symptoms are a result of the body's inability to digest lactose in milk due to the lack of necessary enzymes that can digest milk. A study discovered that East Asian and North American populations have the highest rate of lactose intolerance of 80-100%, followed by the Middle Eastern population at 80%. The United Kingdom population has the lowest rate of lactose intolerance at 5-15%. Bactose-free milk for adults is not yet commercially available in Thailand. Therefore, the researchers are interested in studying the level of knowledge on lactose-free products and factors influencing the intention to purchase lactose-free milk for the population of Bangkok. The researchers hope that these findings will be used to develop a guideline for suitable marketing strategies of lactose-free milk in Thailand. These findings can also provide basic information for the government sector to formulate appropriate public health plans for populations with lactose intolerance. This research used both quantitative and qualitative approaches. The scope of the research was limited to consumers over 18 years in Bangkok with total study samples of 500 subjects. The quantitative techniques used were Bath Analysis and Bartial Beast Square (BBS-Graph program) while the qualitative technique used was in-depth interview with individuals in the related fields of nutrition and food and beverage marketing. There were a total of 10 interviewees who were physicians, nutritionists and marketing experts.The research found that the factors influencing the intention to purchase lactose-free milk include consumer characteristics (age and health conditions), knowledge of lactose-free milk (consumer knowledge, public relations and brand reputation) and milk consumption behavior (milk quality and price acceptation). © 2014 Academic Journals Inc.

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