Now showing items 1-17 of 17

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    CONSUMER INTENTION TO PURCHASE AFTER EXPOSURE TO ADVERTISEMENT- A CASE STUDY OF THAI CONSUMERS IN BANGKOK 

    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.
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    DRIVERS OF INTENTIONS TO PURCHASE SHRIMP PRODUCTS IN SWITZERLAND 

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

    Zin, Khaing Khaing (Bangkok : Assumption University, 2016)
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    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 ...
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    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 ...
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    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 ...
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    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 ...
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    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 ...
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    A study of purchase intention of imported organic cosmetic in Thailand 

    Pan, Qi; Chittipa Ngamkroeckjoti (2018)

    The research determines in which factors that impact on purchase intention of imported organic cosmetics in Thailand. This research used mixed method designed by Creswell (2011) which includes two phases. The first phase is explanatory sequential design; and the second phase is exploratory sequential design. The researcher has started an interview with two Thais who have had experienced at least once in purchasing imported organic product. Accordingly, three variables have confirmed. In the second phase, researcher designed a questionnaire ...
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    A study on purchase intention of a Thai automobile repair center 

    Vilawan Piriyasup; Seongdok Kim (Assumption University Press, 2017)

    With the continued growth of automobile sales in Thailand, the automobile repair industry has been intensified. The aim of this research is to study the factors that have impact on customer purchase intention of P automobile repair center in order to maintain more customers and generating better revenues. The variables included in the proposed framework were purchase intention (dependent variable) and brand awareness, convenience, perceived quality, and word of mouth (independent variable). In this current research, a quantitative approach using ...
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