Factors affecting purchase intention of community product in Thailand-Cambodia border

Thichakorn Kasornbua () and Chanon Pinsame ()
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Thichakorn Kasornbua: King Mongkut's University of Technology North Bangkok, Thailand
Chanon Pinsame: King Mongkut's University of Technology North Bangkok, Thailand

Entrepreneurship and Sustainability Issues, 2019, vol. 7, issue 2, 949-961

Abstract: The objective of this research was to study for the influence of culture dimensions, perceived quality, brand image, country of origin, word of mouth on purchase intention of community product in Thailand, the views from Cambodian consumers in Thailand-Cambodia Border. This research used the questionnaire as a tool for data collection. A sample was selected from Cambodian consumers on the Thailand-Cambodia border, 400 cases. Qualitative and quantitative data analysis was conducted by descriptive statistics and multiple regression analysis. The findings indicated that the culture dimensions, brand image, country of origin, word of mouth had a positive influence on the purchase intention of community products in Thailand with statistical significance. It was utilizable for the government and private sector as a guideline to make the marketing policy and strategy concerning the community product on the Thailand-Cambodia border. Regarding border trade, the culture dimensions, brand image, country of origin, word of mouth had a positive influence on purchase intention. Hence, for border trading there had to emphasize the importance of these factors.

Keywords: purchase intention; product community; border trade (search for similar items in EconPapers)
JEL-codes: M13 M14 M16 (search for similar items in EconPapers)
Date: 2019
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:ssi:jouesi:v:7:y:2019:i:2:p:949-961

DOI: 10.9770/jesi.2019.7.2(11)

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