FACTORS AFFECTING PURCHASE INTENTION OF SOCIAL ENTERPRISE PRODUCTS
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Abstract
This research aimed to study 1) attitudes toward social enterprise products, attitudes toward social enterprises, and brand credibility that affected the purchase intention of social enterprise products, and 2) ethical perception, environmental perception, perceived functional value, perceived emotional value, and perceived social value that affected the purchase intentions of social enterprise products. Questionnaires were used as instruments to collect data from a sample group of consumers who were interested in purchasing social enterprise products, totaling 400 individuals. Purposive sampling was used, specifically targeting Facebook pages of online communities interested in social and environmental products. The statistics used in the analysis included frequency, percentage, mean, standard deviation, and multiple regression analysis.
The research results showed that 1) attitudes toward social enterprise products, attitudes toward social enterprises, and brand credibility affected the purchase intention of social enterprise products at a statistically significant level of .01, and 2) perceived emotional value, ethical perception, and perceived social value affected the purchase intention of social enterprise products at a statistically significant level of .01.
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บทความทุกเรื่องได้รับการตรวจความถูกต้องทางวิชาการโดยผู้ทรงคุณวุฒิ ทรรศนะและข้อคิดเห็นในบทความ Journal of Global of Perspectives in Humanities and Social Sciences (J-GPHSS) มิใช่เป็นทรรศนะและความคิดของผู้จัดทำจึงมิใช่ความรับผิดชอบของบัณฑิตวิทยาลัย มหาวิทยาลัยราชภัฏวไลยอลงกรณ์ ในพระบรมราชูปถัมภ์ กองบรรณาธิการไม่สงวนสิทธิ์การคัดลอก แต่ให้อ้างอิงแหล่งที่มา
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