Browsing by Author "Juamas Wongsawan"
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    Determinant factors of purchase intention of luxury handbags: a case study of top three brands in Bangkok
    (Bangkok : Assumption University Press, 2021) Juamas Wongsawan ; Chompu Nuangjamnong
    The objective of this study is to understand and identify the factors influencing the purchase intention of top three brands of luxury handbags in Bangkok. The variableswere social value, perceived luxury value, eWOM, trust, brand loyaltyand purchase intention. This study employed quantitative research methodology by using a survey questionnaire to collect data from 150respondents who had purchased or planned to purchase a luxury handbagin Bangkok through either online or offline channels. The descriptive and inferential analyses for this study employed frequency, percentage, mean, standard deviation, and Linear Regression. The study found that social value, perceived luxury value, eWOM, and brand loyalty factorshave significant influences on purchase intention ofluxury handbagsin Bangkok. Trust is the variable that has nosignificant influence on the purchase intention.