Determinant factors that affect repurchase intention of OTOP Thai leather bags: a case study of the Thai millennials
Determinant factors that affect repurchase intention of OTOP Thai leather bags: a case study of the Thai millennials
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2019
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eng
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application/pdf
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7 pages
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Proceedings of 5th National and International Conference on Administration and Management 11-12 February 2019, Mahanakorn University of Technology, Bangkok, Thailand, 15-21
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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.