The effect of Japanese-style advertising on purchase intention through advertising attitude and consumer perception
The effect of Japanese-style advertising on purchase intention through advertising attitude and consumer perception
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2021
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Bangkok : Assumption University Press
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eng
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application/pdf
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17 pages
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International Research E-Journal on Business and Economics 6, 2 (2021), 17-33
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Abstract
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.
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This work is protected by copyright. Reproduction or distribution of the work in any format is prohibited without written permission of the copyright owner.