FACTORS INFLUENCING CONSUMERS’ INTENTION TO PURCHASE ASIAN AUTOMOBILES IN BANGKOK AND METROPOLITAN
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Abstract
This research aimed to determine the effects of perceived price, perceived quality, perceived safety, design, reputation, energy efficiency, performance expectancy, and brand, on intention to purchase Asian automobiles. Four hundred and seven consumers residing in Bangkok and metropolitan areas who plan to purchase automobiles in the next 1-3 years answered an online questionnaire. Convenience and voluntary sampling methods were employed. This research used descriptive analysis (percentage, mean value, and standard deviation) and multiple regression analysis to test hypotheses.
Results showed that:
most participants were single females aged 26-35, holding bachelor's degrees. They worked in the private sector and had incomes ranging from 20,001 to 60,000 Baht per month. They had driven for 4-7 years and already owned Asian cars. They spent, on average, 1,501-3,000 Baht per month on energy (gasoline and other energy sources) and planned to buy brand-new cars for the next purchase. Results from regression analysis showed perceived price affecting intention to purchase Asian cars the most (β = .280, p < .001), followed by energy consumption (β = -.201, p = .004), reputation (β = .144, p = .013), perceived quality (β = .141, p < .001), and performance expectancy (β = .123, p = .029), accordingly. However, perceived safety, design, and brand did not significantly affect purchase intention. All the factors explained 14.5 percent of the variance in consumers’ intention to purchase Asian cars.
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