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

Author

Listed:
  • Thichakorn Kasornbua

    (King Mongkut's University of Technology North Bangkok, Thailand)

  • Chanon Pinsame

    (King Mongkut's University of Technology North Bangkok, Thailand)

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.

Suggested Citation

  • Thichakorn Kasornbua & Chanon Pinsame, 2019. "Factors affecting purchase intention of community product in Thailand-Cambodia border," Entrepreneurship and Sustainability Issues, VsI Entrepreneurship and Sustainability Center, vol. 7(2), pages 949-961, December.
    • Handle: RePEc:ssi:jouesi:v:7:y:2019:i:2:p:949-961
    DOI: 10.9770/jesi.2019.7.2(11)
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    References listed on IDEAS

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    1. Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
    2. Xicheng Yin & Hongwei Wang & Qiangwei Xia & Qican Gu, 2019. "How Social Interaction Affects Purchase Intention in Social Commerce: A Cultural Perspective," Sustainability, MDPI, vol. 11(8), pages 1-18, April.
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    Cited by:

    1. Wenchang Fang & Tzong-Hann Wu & Tai-Wei Chang & Cheng-Ze Hung, 2021. "What Could Entrepreneurial Vision Do for Sustainable Development? Explore the Cross-Level Impact of Organizational Members’ Green Shared Vision on Green Creativity," Sustainability, MDPI, vol. 13(10), pages 1-15, May.

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    More about this item

    Keywords

    purchase intention; product community; border trade;
    All these keywords.

    JEL classification:

    • M13 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - New Firms; Startups
    • M14 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Corporate Culture; Diversity; Social Responsibility
    • M16 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - International Business Administration

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