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ItemFactors influencing the purchase decision of Bangkok building property in the context of new normal life situation(Bangkok : Assumption University Press, 2022)This study aims to investigate the important factors that influence the decision to buy property in Bangkok under the new normal, as the building propertysector in Bangkok has developed in recent years.The main objective of this study is to explore the impact of location, financial, property developer, living space, family members’ influence, infrastructure facilities, environment, security and dwelling features on the purchase decision of Bangkok building property in the context of new normal situation. The researcher used secondary data method of archival research methodologies to investigate the elements that influence purchase decisions in Bangkok. By merging the four frameworks of prior studies, this study constructs a new conceptual framework. The researchers took a non-probabilistic sampling approach in a convenient and snowballing manner, with a sample size of 390 respondents. The researchers used statistical procedures to analyze and collect data. After descriptive analysis and multiple linear regression analysis, the results indicate that the purchase decision of property in Bangkok was influenced by five independent variables, which are location, financial factor, living space, family members’ influence and security.
ItemDeterminant factors influence the purchase decision through handbags in the luxury product in China(Bangkok : Assumption University Press, 2022)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.
ItemUnderstanding Chinese buying behavior in purchase intention towards luxury goods in China underthe COVID-19 pandemic(Bangkok : Assumption University Press, 2022)The purpose of this study is to understand Chinese purchase intention towards luxury products under COVID-19. This research exploresthe factors that Chinese purchase intention by using secondary data analysis, and an archival study approach. This study has been using five frameworks from previous studies to create a new conceptual framework. The results providedfactors that impact Chinese purchase intention towards luxury products under COVID-19. The research found that social influence, physical vanity, and luxury brand perceptions are the factors that affect purchase intention. This study has limitations because behavioral intentions may change after the COVID-19 pandemic is over. This survey is conducted in China, and whether the consumers lived in different cities had a large significant effect on their buying behavior. This study is about the important influencing variables that affect the Chinese’s purchase intention towards luxury products during under pandemic.
ItemDeterminant of influencing customer loyalty and repurchase intention toward mobile application food delivery service in Bangkok(Bangkok : Assumption University Press, 2022)The purpose of this research is to investigate the influence of E-service quality, perceived value, and customer satisfaction on customer loyalty and the influence of customer loyalty on repurchase intention. This research are using secondary data analysis and an archival study approach to investigate the factors that influence customer loyalty and repurchase intention. The data was gathered from 385 customers using a mobile application food delivery service. Moreover, to construct a new conceptual framework, this research adopted four frameworks from previous research. This research examined the factors that influence customer loyalty and the influence of customer loyalty on repurchase intention. The research's findings revealed that E-service quality has an impact on perceived value and customer satisfaction. Furthermore, E-service quality, perceived value, and customer satisfaction affected customer loyalty. Finally, customer loyalty has an influence on repurchase intention.