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ItemThe effect of Japanese-style advertising on purchase intention through advertising attitude and consumer perception(Bangkok : Assumption University Press, 2021)The research aims to determine the effect of Japanese-style advertising on purchase intention through advertising attitude and consumer perception in Bangkok, Thailand. This research used survey questionnaire to collect data from 443 respondents who are of Thai nationality and live in Bangkok and have watched at least three samples of Japanese-style advertising for Thai products. Descriptive and inferential statistics were used to analyze the data. The main finding supports that Japanese-style advertising influences advertising attitude and consumer perception; and advertising and consumer perceptions influence purchase intention.
ItemDeterminant factors of purchase intention of luxury handbags: a case study of top three brands in Bangkok(Bangkok : Assumption University Press, 2021)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.