Antecedents Influencing Purchase Intention of Construction Materials from Enterprises in Thailand
Keywords:
Product Innovation, Perceived Quality, Corporate Image, Attitude, Purchase Intention, Construction Materials, Construction BusinessAbstract
The objectives of this research were: (1) to examine the levels of product innovation, perceived quality, corporate image, consumer attitudes, and purchase intention of construction materials in Thailand; (2) to investigate the influence of perceived quality, corporate image, and consumer attitudes on purchase intention of construction materials; and (3) to develop a purchase intention model for construction material consumers in Thailand. This study employed a quantitative research methodology. The sample consisted of 300 including both general buyers of construction materials for personal use and those purchasing for business or residential renovation purposes. The sample size was determined using a criterion of 20 times the number of observed variables and selected through multi-stage random sampling. Data were collected through questionnaires and analyzed using the Structural Equation Modeling (SEM) technique.The results revealed that: (1) product innovation, perceived quality, and corporate image were rated at a high level, while consumer attitudes and purchase intention were at a relatively high level; (2) product innovation, perceived quality, and corporate image had both direct and indirect influences on consumers’ purchase intention of construction materials in Thailand, with statistical significance at the 0.05, 0.01, and 0.001 levels, respectively; and (3) the developed purchase intention model demonstrated an acceptable fit with the empirical data. The model fit indices were χ² = 201.693, df = 73, p-value = 0.000, χ²/df = 2.763, GFI = 0.921, NFI = 0.935, IFI = 0.958, CFI = 0.957, and RMSEA = 0.077, indicating a good level of fit. The model could predict purchase intention with an accuracy of 37%. In conclusion, the findings suggest that promoting product innovation, communicating product quality, and building a credible corporate image play crucial roles in fostering positive consumer attitudes, which in turn influence purchase decisions of construction materials. This research can be used as a guideline for developing marketing strategies and supporting government policies aimed at enhancing the competitiveness of Thailand’s construction material industry in the long term.
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