UTCC Scholar :: Browsing ISM: Theses by Subject "Consumer behavior"

ISM: Theses

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https://hdl.handle.net/20.500.14437/81

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Attitude toward the Advertising and Subjective Norm on Purchase Intention: A Case of Television Advertising of Beauty and Personal Care Products in Bangkok
(University of the Thai Chamber of Commerce, 2012)
Wang, Xiaoli
;
University of the Thai Chamber of Commerce. International College
This study investigated the impact of attitude toward the television advertisingand subjective norm on purchase intention about the beauty and personal careproducts in Bangkok, Thailand. The conceptual model in this study was based on the Theory of Reasoned Action (TRA), which was added other factors that had significant relationships with attitude toward the advertising, subjective norm and purchase intention. The theory was used to analyze the advertising value effect on attitude toward the advertising. In addition, advertising value was affected by entertainment, informativeness and irritation. The source credibility effect on attitude toward the advertising. The objectives of this study are (1) to explore the entertainment, informativeness, and irritation as the important factors that influence the advertising value; (2) to identify the influence of advertising value on attitude toward the advertising; (3) to investigate the influence of advertising source credibility on attitude toward the advertising; (4) to explore the influence of attitude toward the advertising on purchase intention; (5) to explore the influence of subjective norm on purchase intention. There were seven hypotheses in this study, which were tested by questionnaire. All the hypotheses were accepted. The questionnaire was separated intotwo parts, which were personal data and research variables. The Collecting process implemented in Big C super market (branch Rachada and Ladprao) and Central (branch Rama 9 and Ladprao) of Bangkok city selected the 400 Thai respondents who are 15 to 54 years old and who viewed the television advertising of beauty and personal care products to fill the relevant survey questionnaire. Time frame was around one and half month from the end of December in 2012 to the Mid-February in 2013. The structural equation model (SEM) was used to investigate the relationships between the factors in this study. The findings of this study indicated that both the attitude toward the advertising and subjective norm were important factors affecting consumers' purchase intention. In addition, the results indicated that to improve theentertainment and informativeness of advertising, and reduce the irritation ofadvertising is a good way to enhance the advertising value, thus to enhance theattitude toward the advertising. In other hand, to manage the source credibility of advertising is a good way to enhance the attitude toward the advertising. This study also suggests ideas for further research in the related field.
119 906
Factors Affecting Behavioral Intention to Buy Tablet
(University of the Thai Chamber of Commerce, 2012)
Khumrat, Supawadee
;
University of the Thai Chamber of Commerce. International College
The objectives of the research are: (1) to explore the demographic factors such as gender, age, income, education and occupation which have effect on behavioral intention to buy tablet. (2) to define the factors that associate with consumer characteristics such as brand loyalty and consumer familiarity with technology, which effect on behavioral intention to buy tablet. (3) to study the subjective norms and perceived behavioral control ,which effect onbehavioral intention to buy tablet by applying the Theory of Planned Behavior (TPB). (4) to study the perceived usefulness and perceived ease of use which effect on behavioral intention to buy tablet by applying the Theory of Technology Acceptance Model (TAM). The questionnaires were designed and sent to respondents who lived in Bangkok and surrounding areas. The total sample size in this study is consisted of respondents who live in Bangkok and surrounding areas. The 400 qualified questionnaires are use for analysis. The research used descriptive statistics to describe the different demographic factors of therespondent by frequency distribution such as percentage, mean and standard deviation and analyzed the data by ANOVA method-test-test and Regression analyzes to examine our findings.For demographic factors this study found most respondents were males, aged between 26-35 years old, have the education level of bachelor’s degree, private company officer for occupation and 10,001-20,000 baht for income per month. The result of this research shows that demographic factor have effect on behavioral intention to buy tablet. Moreover the other factors such as brand loyalty, familiarity with the technology, subjective norm, perceived behavioral control, perceived ease of use and perceived usefulness have a positive effects on behavioral intention to buy tablet. Because the result from this research showed only internal factors of consumer that have effect on behavioral intention to buy tablet, so the future research should investigate other factors such as marketing mix of tablet product may have effect on buying intention and shouldcover different sample such as people from other provinces or in addition future study in Thailand.
92 883
Factors Affecting Purchase Intention of Electric Cooking Appliance in Thailand
(University of the Thai Chamber of Commerce, 2012)
Xie, Biao
;
University of the Thai Chamber of Commerce. International College
The main objectives of this study is to analyze the determinants as demographic, perceived behavior control, subjective norm and attitudes of Bangkok and Chiang Mai consumer’s purchase intention on the electric cooking appliance, and to analyze the determinants as brand image, country of origin and beliefs in product attribute on their attitude. The data of study was collected from the questionnaire distribution from Bangkok and Chiang Mai. The data was analyzed by using ANOWA, T-Test, factor analysis and multiple regression. The study found that the demographic, perceived behavior control, subjective norm and attitudes have significant effect on purchase intention in Thailand, and brand image, country of origin and beliefs in product attribute have significant effect on attitude.
108 687
Measures a Relationship between a Service Quality Customer Satisfaction and Customer Loyalty of Fast Food Outlet of Pingo Outlet, South Africa
(University of the Thai Chamber of Commerce, 2012)
Vongkamphu, Yosita
;
University of the Thai Chamber of Commerce. International College
The objectives of this research is “ Measures a Relationship between a ServiceQuality Customer Satisfaction and Customer Loyalty of Fast Food Outlet of PingoOutlet, South Africa” are to: (1) To study the important demographic factor hasrelationship with customers’ satisfaction in the services of Pingo Outlet, South Africa. (2) To study the customers’ expectation and perception in service quality of Pingo Outlet, South Africa (3) To explore the significant relationship between customers’ satisfaction in service quality and customer loyalty of Pingo Outlet, South Africa. The conceptual framework which has adopted by using SERVQUALmodel from Parasuraman, Berry, Zeithaml (1988,1991,1994) and from Ishak Ismail et al.,(2006). Studied the Gap (5) customer expected service quality and perceived service performance with five service dimensions of SERVQUAL such as reliability, responsiveness, assurance, empathy and tangibles. Used the original SERVQUAL instrument consists of two sets of 22 items, in this research will be applied to 17 items which is suitable into the study. The hypotheses are based on the theories discussed in related research articles. The variables are based on literature review and divided as independent variable including demographic factors, customer expectation, customer perception in service quality. Dependent variables are customer satisfaction and customer loyalty. The sample of this research was 400 respondents were the customers who consumed at Pingo Outlet, Spring Branch at least one. The sample size of the studyused the formula of Yamane Sample Size (1973). This study used self-administered questionnaire and interviews as research instruments. Statistical tools are frequency, percentage, mean, standard deviation, Independent sample t-test, Oneway- ANOVA f-test, Paired-sample t-test. Multi Linear Regression and determined the significant level at 0.05. The result of analysis found that the majority of respondents were females age 21-30 years old, matric level and income less then R 5,000 and found that the most important demographic factor was in terms of education effected on customers’ satisfaction in the services of Pingo Outlet. Moreover, The result of this research showed that Reliability dimension was the most important factor of five dimensions of service quality lead to customer loyalty. While, Assurance dimension was found thatcustomers perceived service quality as dissatisfied. Therefore, Pingo Outlet should be improved service quality in terms of assurance and should use marketing activities, especially “ Promotion” to attract more education group must make sure that the delivered quality services are reliable at all times for instance Pingo’s manager Outlet and staff must make sure an attempt to solve the problem promptly at the point of services, Pingo ‘s service time 9:00 a.m. - 10:00 p.m. must be on time and constantly and must make sure staff serve foods accurately as customer ordered all times.
129 1132
The Adoption Behavior of Chinese Mobile Financial Application
(University of the Thai Chamber of Commerce, 2020)
Yu, Zou
China has been an outstanding economic power in the world. With the high development of technology, more and more Chinese needs the money management service, who pays more attention on the mobile financial applications (APPs). The objective of the study was to investigate the adoption behavior of Chinese mobile financial applications. In this research, researcher distributed 400 questionnaires online to collect the information and evaluation from users. Section 1 with respondents’ information was analyzed by descriptive statistical analysis. Section 2 and 3 with evaluation of using APP by Five-point Likert scale, which is analyzed by descriptive statistical analysis and multiple regression analysis. Through the results of the research, performance expectancy, effort expectancy, social influence, self-efficiency, facilitating conditions have positive affections of adoption behavior of Chinese mobile financial APP. If mobile financial APP agent or developer would like to modify their APP for getting more adoption from Chinese, it would be more useful to enhance the selfefficiency perception design. Therefore, this research could be reference for Chinese mobile financial agent and developer in the app improvement. What’s more, this study also can be useful information for government policy-making. The last but not the least, the data and analysis result could be the reference for academic and researcher who are interested in relative researches.
116 690
The Effect of Commitment, Trust, Competence, Communication, Conflict Handling on Relationship Quality, Customer Satisfaction, Customer Loyalty
(University of the Thai Chamber of Commerce, 2012)
Senasu, Phurituch
;
University of the Thai Chamber of Commerce. International College
Nowadays the economic is growing very fast and the vehicle industry is thenumber one of industry in Thailand. The number of purchasing car in Thailand isincrease very fast and this year the government have policy that support for citizen who want to buy a new car for first time. The problem is when the customer bought the car already, which strategy that can make the customer come back to use the aftersales service because nowadays have many competitors such as aftersales service for other brand, garage etc., because Arthur D. Little (2008) and Prof.dr. H.G. Schmidt (2011) founded the after-sales service cam make more profit in many businesses. The issue is how to get the customer come back to aftersales service and increase the number ofcustomer loyalty. The purpose of this study is to identify the effect of commitment, trust, competence, communication, conflict handling on relationship quality, customer satisfaction and customer loyalty. Structural Equation Model (SEM) statistics technique was used to f ind out theanswer of the objectives in this study. 433 customers answered the questionnaires. The goodness of fit statistics revealed the fit of the model. The chi-square value was 1.94 with the degree of freedom (p=0.3785). Goodness of Fit Index (GFI) was equal to 0.99, Adjusted Goodness of Fit Index (AGFI) was equal to 0.98 and Root Mean Square Residual (RMR) was 0.0016 which support to this model. The result of SEM analysis demonstrates that the customer loyalty have 2 main variable that have effect to; customer satisfaction and relation quality. The result found customer satisfaction have positive effect to customer loyalty at 0.67 and relationship quality have positive effect to customer loyalty at 0.33. The variable that measure the customer satisfaction have competence, communication and conflict handling. This research founded competence have positive effect to customer satisfaction at 0.47, communication have positive effect to customer satisfaction at 0.24 and conflict handling have positive effect to customer satisfaction at 0.20. Relationship quality have 2 variables to measure are commitment and trust. This research founded that commitment have positive effect to relationship quality at 0.57 and trust have positive effect to relationship quality at 0.39. The implication of this study exposes that the effect that have the higher weight to customer loyalty and how to increase the number of customer loyalty. They should concentrate on the staff that comes to serve the customer first. Refer the result they should know what the customer need when they come the aftersales service and the customer satisfaction is the most important to customer loyalty, if they need to increase the satisfy of customer they should be focus on competence of staff and following with good communication and conflict handling skill. The training become the most important that aftersales service cannot be neglect.
128 1122
The Effect of Satisfaction, Website Quality, Financial Security, Trust, and Attitude on Online Re-purchase
(University of the Thai Chamber of Commerce, 2012)
Tangcharoensutichai, Pathompong
;
University of the Thai Chamber of Commerce. International College
Internet has fundamentally changed the way of businesses, consumerscommunication, interact and consumer transactions in worldwide. Vendors also must face reality of the complex behavior of consumers and should consider using data and information in the online market. The objective of this research is to examine a conceptual model for analyzing customers’ perceptions of online re-purchase intention. This research identified factors influence online re-purchase intention, paying the special attention to the satisfaction with online purchase, website quality, financial security, trust, and attitude toward online purchase. This study aims to develop and validation of online re-purchase intention model. The survey was done via online channel, respondents of this survey are the internet users who have experiences on online shopping. The structural equation model (SEM) was used to measure the study throughby the LISREL 8.8 program (student version). Using questionnaire survey to collected the data. The respondents of this study were total 437 respondents, 245 were female and 192 were male. The results show that attitude toward online purchase is a major factor influence customer’s intentions to become online re-purchaser. The research model was analyzed by using the structural equation model. The result of the analysis revealed that the research model was a good fit. Base upon the threshold of the goodness-of-fit measure, the result indicated that the model was a good fit with chi-square (χ2) = 12.27 and degree of freedom (df) of 19 (p = 0.88); goodness of fit index (GFI) = 0.99; root mean square residual (RMR) = 0.0052; Standardized RMR (RMSR) = 0.0063; and root mean square error of approximation (RMSEA) = 0.00. All results of goodness of fit statistic measure have found in line with the acceptable level. In the same direction with the incremental fit measurements as AGFI, NNFI, NFI, andCFI have the value greater than 0.95. For the result above indicated that theincremental fit and parsimonious fit measure the model was a good fit.Online vendors need to adopt a customer-oriented strategy, and establish aservice-oriented mechanism for transaction processes that provide satisfactoryresolution of customer-related problems. Online vendors showing responsiveness via E-mail management system, telephone and online representatives (Lives chat), providing numerous methods for customers to contact the online vendor to get assistance is necessary to improving the quality of the online vendor’s service operation, which could prevent or minimize customers’ dissatisfaction. To respond customers’ needs, providing customers with personalized information like preferred products or services and the status of orders, and facilitating two-way communication with customers are the effective tactics. For online customers, it is the right way for a virtual service provider to express friendship or careful attention and it really has socialmeaning, which may ensure customer satisfaction and lead to increase customerre-purchase intention. In addition, attitude toward online purchase strongly significant in this model the finding of the research provides a method of implementation for the attitude toward online purchase, making consumer have trust and make them feel usefulness and ease of used while making purchase can directly increase the attitude towards online purchase intention, which has strong relationship with re-purchase intention. The efficiently demonstrate that ease of used of the website positively affect attitude of consumers towards online shopping and increased online re-purchase intentions. Perceived usefulness make customer feel usefulness of visiting the website which had affect and drive positive attitude that lead to online re-purchase intention. This meansthat more positive attitude towards on online purchase lead to higher online re-purchase intention rate. Therefore, online vendor should try to increase the positive attitude of the consumers in order to increase their re-purchase intention, which lead to increase sales of products or services via internet or specifically website. The user-friendly online store also facilitates consumers and purchase intentions.
117 824
The Factors Affecting Customer Satisfaction and Behavioral Intentions in Using Mobile Telecommunications Service in Bangkok, Thailand
(University of the Thai Chamber of Commerce, 2012)
Lin, Junqi
;
University of the Thai Chamber of Commerce. International College
Nowadays customers have to face the situation how to choose the best mobiletelecommunications service which is provided by many mobile telecommunications service companies. In addition, the mobile telecommunications service companies also face the situation that to meet the customer satisfaction in order to increase the market share. Managers of telecom companies, therefore, should be conscious of the factors affecting customer satisfaction and behavioral intentions in building these strong relationships.There are few related studies on the factors affecting customer satisfaction andtheir influence on customers’ future behavioral intentions in the Thai mobiletelecommunications industry. Therefore, this study seeks to explore which factors affect customer satisfaction in using mobile telecommunications. Furthermore, the research aims to investigate the relationship between customer satisfaction and behavioral intentions in mobile telecommunications service.This study was based on the customer’s perspectives and their experiences withmobile telecommunications service in Bangkok, Thailand. Questionnaire as datacollection tool was used in the conduction of this study. The findings indicated the perceived value; some elements of service quality and marketing mix play the key role in customer satisfaction. Especially, tangible, reliability and assurance of service quality are significant to customer satisfaction. Regarding to the marketing mix, only product, process, and physical evidence are significant to customer satisfaction in mobile telecommunications service in Bangkok, Thailand. In addition to this, the findings also indicated that customer satisfaction plays a key role in determining customer behavioral intentions.
118 1609
The Factors Influencing Low-cost Airline Passenger Satisfaction and Loyalty in Bangkok, Thailand
(University of the Thai Chamber of Commerce, 2012)
Qin, Zhicheng
;
University of the Thai Chamber of Commerce. International College
In this research, we address the following questions that are becomingincreasingly important to managers in low-cost airline industries: is there arelationship between marketing mix and service quality with customer satisfaction and loyalty in the context of the Thailand low-cost airline industry? If yes, how is the relationship between these four variables?The low-cost airline industry in Thailand is one of the largest in the Asian country and one of the fast growing globally. Loyalty is an important issue for the sustainability of business of the companies. Relationships with the customers should be built well in order to achieve their satisfaction and consequently loyalty. Furthermore, the airlines sector has its own specific circumstances to be considered in order to earn the customer satisfaction. In this study the service marketing mix and service quality are the most important factors that affect the low-cost airline passenger satisfaction and loyalty in Thailand. The concept of marketing mix divided into product and service marketing mix. In this study would focus on the service marketing mix. The service marketing mix consists of 7 P’s (Product, Price, Place, Promotion, People, Physical Evidence, and Process). To measure functional quality and perceived quality satisfaction in the low-costs airline industry, there are some models. However, in this study, the proposed model was developed by the help of the most popular and complete service quality measurement model of SERVQUAL. The population of the study is all of the low-cost airline passengers in Don Mueang international airport. And the survey research will be through distributed questionnaire to low-cost airline passenger in Don Mueang international airport to collect data. After that use the multiple regression analysis to analysis the result and examine the relationship among above factors. Results of the study show that there are high positive correlation between the constructs of marketing mix and service quality with customer satisfaction and loyalty. And the research also showed that (1)the service marketing mix factors have partially affects low-cost airline passenger’s satisfaction. (2) The service quality factors have partially affects low-cost airline passenger’s satisfaction. (3) The service quality factors have partially affects low-cost airline passenger’s loyalty. (4) The passenger’s satisfaction factor affects passenger’s loyalty. Finally, Understanding customers’ responses to airline service quality and the factor effect the low-cost airline passenger satisfaction and loyalty, airline managers can gain a better understanding of how to improve their service offers to satisfy customers and improve the customer loyalty. And the results of the study can be a useful resource for future research.
216 1501
The Impact of Marketing Elements and Brand Equity on Private Label Brand Purchase Intention
(University of the Thai Chamber of Commerce, 2012)
Yang, Yinhui
;
University of the Thai Chamber of Commerce. International College
The purpose of this research is to investigate the effect of marketing elementson brand equity and brand equity on private label brand purchase intention. Thisresearch result is beneficial for retailers in developing a good private label brandstrategy management and taking available marketing activity to create competitive advantage for generating customers’ purchase intention. The hypotheses were tested by questionnaires, which distributed into 10 Branches of Watson retailers and collected from 400 Thai female consumers who reside in Bangkok and ever perceived about private label brands. The research results revealed that store image and sales promotion have significant relationship with brand equity, brand equity has a significant relationship with private label brand purchase intention. The structural equation model (SEM) was used to investigate the relationships between the factors in this research.
97 595
The Study of Customer Behavior Satisfaction and Loyalty of Community Mall in Bangkok and Suburban Area
(University of the Thai Chamber of Commerce, 2012)
Lasorn, Yuda
;
University of the Thai Chamber of Commerce. International College
This research study was to investigate the customer satisfaction and loyalty of community malls in Bangkok and suburban areas. This aim is supported by the following objectives: 1) to study the relation of image, experiential marketing and service quality on customer satisfaction on community malls. 2) to study the relation of customer satisfaction on customer loyalty in community mall. This study surveyed the community mall’s customer that use community mall services in Bangkok and suburban areas. The number of returned questionnaires was 400 and the data was analyzed by frequency, percentage, mean method, Simple regression and Multiple regression. The result of the preliminary study indicated that image, experiential marketing and service quality influenced customer satisfaction on community malls. Moreover, The community mall’s customer concern about service quality at the most which indicated by R-square value is 50.4% but they concern about experiential marketing at least which indicated by R-square 40.1%.
107 877

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