Structural effects of lifestyle, Product variety, Customer satisfaction towards purchase decisions of Bangkok citizens: A case study of consuming Chinese product imports

Abstract

          The objectives of this study were to investigate the structural relationship of lifestyle, product variety, and customer satisfaction towards purchase decisions of Bangkok citizens by using a case study of consuming Chinese product imports. This study was a quantitative study. Samples in this study were 300 respondents of Bangkok respondents purchasing Chinese product imports, selected by using accidental sampling. The index of item objective congruence (IOC) was rated at 0.67-1.00 scale; whereas Cronbach’s alpha coefficient scale was rated at 0.951-0.974. This study was implemented by using a questionnaire as a research tool and the statistics used in this study were percentage, means, standard deviation (SD), and Structural Equation Modelling program as a statistic program analysis. 

          Findings in the study revealed that lifestyle had direct effect on customer satisfaction and it had an indirect effect on purchase decisions with the path coefficient scale at 0.464 and 0.258; whereas the lifestyle had no direct effect towards purchase decisions with the path coefficient scale at 0.144. Furthermore, the product variety had a direct effect on customer satisfaction and purchase decisions; whereas had an indirect effect on purchase decisions with the path coefficient scales at 0.477, 0.273, and 0.248. Additionally, customer satisfaction had a direct effect on purchase decisions with the path coefficient scale at 0.555.