The Effect of the Perceived Image of SookSiam at ICONSIAM toward Thai Customer Attitudes

Abstract

The purposes of this research were to study 1) the visualization of stores in SookSiam; 2) the perception of the image of SookSiam by Thai customers; 3) Thai customer attitudes about SookSiam; 4) the effect of the perceived image of SookSiam toward Thai customer attitudes. Mixed methods research was used as the research design. As qualitative research, data were collected by in-depth telephone interviews with five small entrepreneurs from SookSiam, food and craft vendors in a designer marketplace styled to recall regional Thai bazaars of the past, at ICONSIAM, a mixed-use development including one of the largest shopping malls in Asia. As quantitative research, data were collected by online survey; 400 samples were Thai consumers who had visited SookSiam, aged 18 years and over.

Results were that 1) building store image within SookSiam conveyed traditional lifestyles through store designs and decorations, communicating Thai values in different areas through reasonably priced products and services designed to please customers. Online and offline media channel promotions promoted the shops; 2) most Thai customers had a high level perception of the image of SookSiam, with the learning aspect having the highest perceived image, followed by attraction, relaxation, price, environment, experience, social aspect, entertainment and reputation of the attraction, respectively; 3) Thai customer attitudes about SookSiam were mostly at a high level, with feelings the most influential on attitudes at the highest level, followed by the behavior and knowledge, respectively. 4) the perception of the image of SookSiam among Thai customers was influenced by knowledge, feelings, behavior at significance levels of 0.05