Influence of Price and Convenience Affecting Purchase Intention and Condominium Purchasing Decisions along the Green Line Electric Train Route in Bangkok
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Abstract
The objectives of this research were 1) to study the level of price, convenience and purchasing decision and 2) to study the purchase intention as the mediator variable between price and convenience to make purchasing decisions. This research was the quantitative research using the concept of price theory, convenience, purchase intention and purchasing decision as the conceptual frameworks of the research. The research area was Bangkok along the green line electric train route. The researcher determined the sample size of 250 samples according to the formula of Hair et al. (2006) using a stratified random sampling method. The index of consistency (IOC) was between 0.67-1.00, and it had a Cronbach’s alpha of 0.932. Statistics for data analysis were percentage, mean, standard deviation and structural equation analysis (SEM) using Smart PLS 3.0 program.
As results of the first objective, it was found that level of price, convenience, purchase intention and the overall average of purchasing decisions was at a high level in all aspects with the mean values of 3.96, 3.74, 3.95 and 4.01 respectively, and with the standard deviation values of 0.614, 0.973, 0.756 and 0.560 respectively. As results of the second objective, it was found that the purchase intention was the mediator variable between price and convenience leading to purchasing decisions with the lower bounds of 0.155 and 0.153, respectively, and the upper bound of 0.301 and 0.302, respectively.
Condominium operators could use this research to improve their business strategies to reach customer groups and respond to customer needs and gain a competitive advantage in the condominium business in the future.
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