Intention to Purchase Herbal Beverages in Convenience Stores
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Abstract
This research aims to study and analyze factors, including attitude toward behavior, subjective norms, perceived behavioral control, and perceived value, that influence the behavioral intention to purchase herbal beverages in convenience stores in Thailand. This quantitative study employed questionnaires as a research instrument to collect data from 400 respondents aged 20 years and above in the Bangkok metropolitan area. The data were analyzed using descriptive statistics, i.e., percentage, to describe the sample characteristics, inferential statistics to investigate the correlation between variables, and multiple regression analysis to measure the influence of independent variables—attitude toward behavior, subjective norms, perceived behavioral control, and perceived value—on purchase intention. The findings revealed that all four factors positively influenced the intention to purchase herbal beverages in convenience stores. The correlation analysis indicated that perceived value had the strongest relationship with purchase intention, while multiple regression analysis confirmed that all variables significantly influenced purchase intention. The research findings can be applied to marketing strategy development, product innovation, and sales promotion by creating positive attitudes and leveraging credible reference groups. This study enhances understanding of the factors affecting the purchase intention of herbal beverages in convenience stores, particularly highlighting the role of perceived value as a key determinant of consumer purchase behavior.
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