The objective of this study was to determine the factors that influence consumer purchase
intention towards imported bedding brands in Thailand, based on the Theory of Reasoned Action model
(Fishbein & Ajzen, 1975). Data was collected via questionnaires applying the convenience sampling
technique to select respondents. One hundred and eighty sets of questionnaires were distributed to
customers in department stores in Bangkok once the reliability and validity of the instrument were
established. A total of 140 sets out of the 180 sets were completed and returned. The independent
variables were attitude towards products and subjective norms, and the dependent variable was
purchase intention. Frequency and percentage were used to analyze demographic profile. Mean and
standard deviation were used to analyze respondents’ perception of each variable. Hypotheses were
tested with Multiple Linear Regression Analysis. The results from the Multiple Linear Regression
Analysis demonstrated that attitude towards product and subjective norm both significantly influence
consumer purchase intention. However, attitude towards product (Beta = 0.618) had more influence
on purchase intention than subjective norm (Beta = 0.151).