Attitude and perceived quality toward buying behavior of electronic generator users in Thailand by using product of type as a moderate factor

Abstract

          The objectives of this study were to investigate: (1) level of attitude toward buying, perceived quality, product of type, and buying behavior; and (2) direct effect as a moderate factor of attitude toward buying with buying behavior and perceived quality and buying behavior of product of electronic generator type of users in Thailand. Samples in this study were 100 of electronic generator users in Thailand, specified the sample size followed Marsh et al (1998)’s a theoretical concept.  A Questionnaire was implemented as a research instrument in this study, statistically analyzed by using percentage, means, standard deviation (SD), and a structural equation modeling program with statistical program analysis.              Results of the study revealed that: (1) users in Thailand had overall averaged the level of attitude toward buying, perceived behavior, product of type, and buying behavior at the range of 3.99, 3.99, 4.06, and 4.16 respectively; and the standard deviation was rated at 0.536, 0.578, 0.591, and 0.550 respectively. (2) The direct effect as a moderate factor of attitude toward buying and buying behavior and perceived behavior and buying behavior with a product of type would be increased when the product of type was designed better. Furthermore, the empirical evidence supported the hypotheses of this study with a statistical significance at the 0.01 level. The direct effect as a moderate factor of the product type was at a low, moderate, and high level, ranging at 0.209, 0.220, and 0.231 respectively.