A Causal Model of Marketing Mix and Sanctity Belief on Purchase Intention of Well-Travel Services: A Case Study of the Aging in Bangkok
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Abstract
This research aims the influence of marketing mix and sanctity beliefs on purchase intention of well-travel services with attitude toward well- travel as the mediator. The target population was Thai elderly people at the age of at least 50 years old. Questionnaire survey was used to collect the data with the sample size of 400, using convenience sampling method. The variables included marketing mix and sanctity beliefs as two independent variables, purchase intention of well-travel service as the dependent variable, and attitude toward well-travel as the mediator. Structural Equation Model (SEM) was used to analyze the empirical data and the results showed that 1) the model was fit with the empirical data 2) Only the superstitious beliefs factor had a significant influence on purchase intention at 0.367, with the direct influence of 0.185 and the indirect influence of 0.013.
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