Now showing items 1-20 of 26

  • Thumbnail


    Natthawut Chartpathomrak (Digital Production Press, Assumption University, 2017)

    Advertising is a social form of communication that conveys the cultural values of a given society in such a way that the audience finds similarity between themselves and the cultural norms, values, and attitudes presented in the advertisements. Advertising is used for promoting commercial products and services. This study shows the impact of advertising toward customer purchase intention that is affected by various independent variables.
  • Thumbnail


    Suthasinee Saesoo (Digital Production Press, Assumption University, 2018)

    The drivers of intention to purchase towards local shrimps products in Switzerland was conducted to examine the relationship between variables; attitude towards local shrimp consumption, attitude towards supporting local agri-business, consumer ethnocentrism, subjective norms, and intention to purchase. In this study, Theory of Reasoned Action (TRA) was applied. One hundred of respondents were asked to complete the questionnaire. Then, the process of analyzing the data was taken. All six hypotheses were tested by Pearson Correlation ...
  • Thumbnail

    An empirical study of factors influencing on workers' purchase intention towards organic diet capsule in Bangkok, Thailand 

    Sompratana Cornford; Nathaya Pupat (Bangkok : Assumption University, 2019)

    Thailand is one of the biggest health supplement markets in Southeast Asia, and the trend for organic products is popular. Therefore, the main objective for this study was to understand and to find out the factors influencing of purchase intention towards Organic Diet Capsule in Bangkok, Thailand. The factors that were studied were health consciousness, green brand positioning, green brand knowledge, attitude toward purchasing green apparel products, subjective norms, and external perceived behavioral control. The survey method is applied, ...
  • Thumbnail
  • Thumbnail

    The factors affecting on customers purchase intention of white kidney bean products 

    Naluchat Kitburin; Preecha Methavasaraphak (Bangkok : Assumption University, 2019)

    The research aims to study the factor affecting on purchase intention of white kidney bean product. In healthy market, the people are more concern about health food. The trend towards purchasing healthy products is growing among people. However, the white kidney bean is containing high nutrition, but it is not well known among Thai peoples. The white kidney bean is not popular in Thailand because almost the white kidney bean in Thailand are import from other country and hardly to find white kidney bean products in the market. So, there seems ...
  • Thumbnail

    Factors affecting purchase intention of BYD new energy vehicles in China 

    Tan, Wenchao; Chittipa Ngamkroeckjoti (2019)

    This research aimed on how determinants factors (Brand Image, Brand Reputation, Selfimage congruence, Subjective Norm, Perceived Behavioral Control and Environmental Attitude) affect the purchase intention of BYD new energy vehicle, one of the new energy vehicles made by a Chinese brand. This study used the two mixed method design by Creswell (2008). The mixed method is a combination of qualitative and quantitative research methods. This study also seeks to identify the factors that influencing purchase intention of BYD new energy vehicles ...
  • Thumbnail

    Factors affecting purchase intention of Myamar Cheik: a case study of XYZ Shop in Yangon, Myanmar 

    Zin, Khaing Khaing (Bangkok : Assumption University, 2016)
  • Thumbnail
  • Thumbnail

    Factors influencing Bangkok people purchase intention towards Tesco Lotus house brand products 

    Ratiya Tirawatnapong; Fernando, Marrisa (Assumption University Press, 2018)

    This study aimed to determine factors influencing Bangkok people purchase intention towards Tesco house brand products. The study was a quantitative research using Cronbach’s Alpha, Descriptive and Inferential Statistics to determine the reliability of questionnaire analyze demographics information and test hypotheses, respectively. There were 412 questionnaires distributed to samples who live in Bangkok and never been bought Tesco Lotus house brand products Purposive sampling, quota sampling and convenience sampling were employed in this ...
  • Thumbnail

    Factors influencing consumer purchase intention towards imported bedding brands 

    Piyathida Praditbatuga; Nichapa Thirakomen (2018)

    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 ...
  • Thumbnail

    Factors influencing customer purchase intention of fitness center membership:a case study of MBA students at Assumption University city campus 

    Nanthana Rujiramora (Assumption University Press, 2017)

    The increase of fitness center market attracts the investors as the health conscious trend of Thais that boom in last couple years. Numerous new health care businesses are coming to the industry. To keep the leader status in the industry and achieve business goal by increasing profit, the existing companies need to know their customers very well and serve their needs completely. This study aims to determine which factors and criteria influence customer intention to purchase in fitness center membership in central Bangkok area which has three ...
  • Thumbnail

    The factors influencing on purchase intention of Thai and Chinese Customers towards the hotel industry in Bangkok, Thailand 

    Jidapa Tweephoncharoen; Rawin Vongurai (Bangkok : Assumption University, 2019)

    This study aimed to examine the factors influencing on purchase intention of Thai and Chinese customers towards the hotel industry in Bangkok, Thailand. This research adopted descriptive research method which aimed to describe the target population and variables. The researcher applied nonprobability sampling as a sampling technique and collected the data through questionnaires with 400 respondents. The questionnaire were implemented in English language collected from tourist who stay at hotel in the top three rankings of hotel area in ...
  • Thumbnail

    The Factors Related to Purchase Intention of Mirrorless Interchangeable-Lens Camera by Gen-Y and Gen-Z Bangkokians 

    Rawin Vongurai; Nithinan Theppisai; Suvichakorn Chinnapha (2016-06)

    Noticeably the sales of DSLR cameras have been decreasing continuously for months while sales of mirrorless interchangeable-lens cameras (a.k.a. mirrorless camera) have been soaring. This trend points to the fact that camera users are moving to more advanced, lighter, and smaller camera format. This research chose attitude, trust, and need for uniqueness as independent variables to examine relationship toward purchase intention of mirrorless camera. Furthermore, mean difference in purchase intention between Generation Y and Generation Z ...
  • Thumbnail

    The Impact of Green Advertising on Consumer Purchase Intention of Green Products 

    Bing, Zhu (2012-12)

    Chinese advertising industry has dramatically developed as consumers’ concerns over the impact of environmental degradation on their lives and interests increase, which results in a significant sale of green products. This study aims to explore how green advertising affect consumers purchase intention of green products. The data were collected from 313 consumers in Shanghai, China. The research findings reveal that credibility of claim (β=0.847, p<0.001) and consumer attitude toward green advertising (β=0.65 p<0.05) significantly influence consumer ...
  • Thumbnail

    The Impact of Korean Wave on the Purchase Intention of Korean Cosmetics of Thai People in Bangkok and Chonburi, Thailand 

    Son, Sunmi; Thongdee Kijboonchoo (2017)

    Nowadays Korea is well known by its popular culture, such as, TV dramas and pop music, called as "Korean Wave", which the Korean government has considered as soft power for enhancing exports. This study aims to investigate the impact of Korean wave on the purchase intention of Korean cosmetics. Korean wave in this study consists of three variables which are sympathy and empathy induced by Korean dramas, the attractiveness of Korean celebrities. The country image of Korea, brand awareness and brand equity of Korean cosmetics are also ...
  • Thumbnail
  • Thumbnail

    The influences of store atmosphere on purchase intention toward a fast fashion brand in Bangkok 

    Pitchayapa Siddhibphongsa; Kim, Seongdok (Assumption University Press, 2016)

    The objective of this research is to investigate how store atmosphere influences purchase intention in fast fashion brands in Bangkok. There is robust growth and high competition in the fast fashion's market. Seven factors, which are music, color, lighting, traffic flow, space allocation, product display, and window display, are selected in order to find statistical relationship with purchase intention based on thorough literature review. Findings of this current research show that color, lightening, traffic flow, product display and window ...
  • Thumbnail

    Is corporate social responsibility a determinant of purchase intention? : A case study of Ncell Nepal 

    Sharma, Sumit; Thongdee Kijboonchoo (2015)

    This study investigates the relationship between Corporate Social Responsibility (CSR) activities performed by a company and its behavioral effects on customer behavior indicators namely: brand image, perceived price fairness, awareness of CSR, and purchase intention. This study also takes into account perceived service quality and its influence on customer purchase intention. The researcher surveyed about 401 respondents of generation Y in Nepal. Structural Equation Modeling was applied for the data analysis. The results showed that there ...
  • Thumbnail

    Millennial consumers' purchase intention for eco-fashion apparel: a study from Southern China 

    Zhu, Bing (Bangkok : Assumption University, 2021)

    This study attempts to understand the role of value perceptions and environmental attitudes in influencing millennial consumers’ intentions to buy eco-fashion apparel in Southern China. A total of 385 questionnaire responseswere collected in Nanning via snowball sampling and convenience sampling techniques. The PLS-SEM method was applied to evaluate the data. The findings show that status value presents the strongest relationship with environmental attitude (β=.308, t=7.209, p<.01), followed by uniqueness value ...
  • Thumbnail

    The products' factors affecting purchase intention: a case study of condominium in Bangkok, Thailand 

    Thaninrath Wonggotwarin; Kim, Seongdok (Assumption University Press, 2017)

    The objective of research is to examine the effect of product’s factors which are product quality, service quality, brand image, and product design of condominium toward purchase intention of condominiums in Bangkok. In Thailand, due to the popularity of condominiums, the expansion of investment on this market has continually grown year by year and the condominium market has become highly competitive. This current research is significant in that it would help condominium developers know about what kind of condominiums preferred by potential buyers ...