The Influencing Factors of Chinese Consumers’ Purchase Intention on Thai Hom Mali Rice

บทคัดย่อ

This study aims to study the purchase intention level of Chinese consumers on Thai Hom Mali rice and to analyze the factors influencing Chinese consumers' purchase intention on Thai Hom Mali rice. This study employs the Stimuli-Organism-Response (SOR) Theory using the five variables to construct a theoretical model of external factors (product, shopping experience, cultural value factors) - perceived usefulness– purchase intention. The sample of this study is Chinese consumers who purchase Thai Hom Mali Rice, which is calculated by an infinite population and collected by multi-stage sampling. The instrument of this research is a questionnaire that is inspected by validity (IOC=0.93). The statistics of this research are percentage, standard deviation, mean, and multiple regression analysis.

The data analysis yields the following research conclusions: 1. The purchase intention level of Chinese consumers on Thai Hom Mali rice might or might not buy (mean=3.32 and standard deviation=1.043); 2. The factors influencing Chinese consumers’ purchase intention of Thai Hom Mali rice are product factors, shopping experience factors, cultural value factors, and perceived usefulness. The influence of these factors on purchase intention all demonstrate a moderate trend as the statistical significance level is 0.05.