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

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.