Browsing by Author "Xu, Mengyao"
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    Determinant factors influence the purchase decision through handbags in the luxury product in China
    (Bangkok : Assumption University Press, 2022) Xu, Mengyao ; Chompu Nuangjamnong
    The main objective of this research is to investigate the factors influencing the purchase decision through Balenciaga handbags which is a luxury product in China. The research objectives are: (1) To explain retail atmospherics toward Balenciaga handbags and the luxury product purchase decision in China. (2) To explain customer engagement and Balenciaga handbags the luxury product purchase decision in China. (3) To explain function value and Balenciaga handbags the luxury product purchase decision in China. (4) To explain the social value and Balenciaga handbags in the luxury product purchase decision in China. (5) To explain the symbolical value and Balenciaga handbags in the luxury product purchase decision in China. (6) To explain attitude and Balenciaga handbags the luxury product purchase decision in China. The quantitative research methodology has been applied, to 508 respondents from data collection thru both online and hand-on (face-to-face) questionnaires, using the convenience sampling technique inside retail stores in China. Then, both descriptive such as frequency, percentage, mean and standard deviation and inferential statistics with multiple linear regression and simple linear regression were used to analyze the data. The findings in this study showed that retail atmospherics, customer engagement, function value, symbolical value, and attitude toward Handbags as Luxury products have a significant influence on purchase intention.