• English
    • ไทย
  • English 
    • English
    • ไทย
  • Login
View Item 
  •   AU-IR Home
  • 2 Faculties
  • 2.11 Graduate School of Business
  • Proceeding Papers
  • View Item
  •   AU-IR Home
  • 2 Faculties
  • 2.11 Graduate School of Business
  • Proceeding Papers
  • View Item
JavaScript is disabled for your browser. Some features of this site may not work without it.

Browse

All of AU-IRCommunities & CollectionsBy Issue DateAuthorsTitlesSubjectsResource TypesThis CollectionBy Issue DateAuthorsTitlesSubjectsResource Types

My Account

LoginRegister

Determinant factors that affect repurchase intention of OTOP Thai leather bags: a case study of the Thai millennials

by Warakij Traiwitthayasilp; Chittipa Ngamkroeckjoti

Title:

Determinant factors that affect repurchase intention of OTOP Thai leather bags: a case study of the Thai millennials

Author(s):

Warakij Traiwitthayasilp
Chittipa Ngamkroeckjoti

Issued date:

2019

Citation:

Proceedings of 5th National and International Conference on Administration and Management 11-12 February 2019, Mahanakorn University of Technology, Bangkok, Thailand, 15-21

Abstract:

This research aimed on how determinants factors (Value and Luxury Value) impacted upon repurchase intention of OTOP leather bag. This study used explanatory and exploratory mixed methods research designed by Creswell (2011). Firstly, this study has developed specific operational components based on pilot study and two theories that comprise and theory of were planned behavior (abbreviated TPB). There were two rounds of pilot study prior to complete the proposed model followed by questionnaire design. All 200 sets of questionnaires were distributed via Google Form (online survey) during mid-Oct to mid-Dec, 2018. Multiple Linear Regression (MLR) was employed and the findings show that value has the greatest significant impact on repurchase intention while perceived product price and perceived product quality are the second. This study will greatly help researchers and practitioners understand the complex relationships among four dimensions of price, perceived product quality, social value and individual value towards repurchase intention at the OTOP leather bag.

Keyword(s):

Luxury value
Price
Perceived product quality
Repurchase intention
OTOP leather bag

Resource type:

Proceeding Paper

Extent:

7 pages

Type:

Text

File type:

application/pdf

Language:

eng

URI:

http://repository.au.edu/handle/6623004553/21869
Show full item record

Files in this item (CONTENT)

Thumbnail
View
Proceeding-Paper-Fulltext-21869.PDF ( 4,028.05 KB )

This item appears in the following Collection(s)

  • Proceeding Papers [26]


Copyright © Assumption University.
All Rights Reserved.

Contact Us

The St. Gabriel's Library   
Hua Mak Campus  
Ramkhamhaeng 24, Hua Mak  
Bangkok Thailand 10240  
Tel.: (662) 3004543-62 Ext. 3402  
Fax.: (662) 7191544  
E-Mail Library : library@au.edu  


The Cathedral of Learning Library
Suvarnabhumi Campus
Bang Na-Trad Km. 26 Bangsaothong
Samuthprakarn Thailand 10540
Tel.: (662) 7232024, 7232025
Fax.: (662) 7191544
E-Mail Library : library@au.edu
 

 



Copyright © Assumption University.
All Rights Reserved.

Contact Us

The St. Gabriel's Library   
Hua Mak Campus  
Ramkhamhaeng 24, Hua Mak  
Bangkok Thailand 10240  
Tel.: (662) 3004543-62 Ext. 3402  
Fax.: (662) 7191544  
E-Mail Library : library@au.edu  


The Cathedral of Learning Library
Suvarnabhumi Campus
Bang Na-Trad Km. 26 Bangsaothong
Samuthprakarn Thailand 10540
Tel.: (662) 7232024, 7232025
Fax.: (662) 7191544
E-Mail Library : library@au.edu
 

 

‹›×