Moorapun, Chumporn

Preferred name

Moorapun, Chumporn

Alternative Name

Moorapun, Chumpom

Main Affiliation

School of Architecture, Art, and Design

Email

chumporn.mo@kmitl.ac.th

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Comparisons of perception of identity for Thai craft souvenirs: A cross-cultural study between Thai and Malaysian customers
(2015-09-01)
Simsiri, Sarath
;
Moorapun, Chumporn
The aim of this study is to examine the perception of Thai craft souvenirs and how that perception affects the buying intention of the Thai and Malaysian consumers. The identity of the souvenirs is defined in terms of 13 design factors. A questionnaire with 7-point semantic differential scale is used together with illustrations of Thai craft souvenirs to elicit responses from 194 Thai and Malaysian subjects. A t-test is applied to compare the perceptions of Thai and Malaysian consumers for the 13 design factors. The research shows that the Malaysian customers are more likely to have a better perception of modern usage products than the Thais. A regression analysis shows that 5 design factors that strongly affect the consumers' purchasing intention are: uniqueness, high-quality craft, functionality, collectible value, and attractiveness.