Factors Influencing Behavioral Intention to Purchase Smartphones among Rajabhat University Students in Thailand: An Extension of The theory of Planned Behavior through the Mediating Roles of Brand Trust and Attitude

บทคัดย่อ

This article aims to study the factors influencing brand trust, attitude, and behavioral intention among undergraduate students of Rajabhat University in Thailand. Specifically, it investigates 1) the impact of social influence, fear of missing out (FOMO), perceived usefulness, subjective norms, and perceived behavioral control on brand trust, 2) the effect of these factors, along with brand trust, on attitude, and 3) the influence of brand trust and attitude on behavioral intention. A quantitative approach was employed using quota sampling, with questionnaires distributed electronically to 547 undergraduate students. Structural equation modeling was used to test the hypothesized relationships. The findings indicate that social influence, FOMO, perceived usefulness, subjective norms, and perceived behavioral control positively influence brand trust. Additionally, these factors, along with brand trust, significantly affect attitude. Finally, both brand trust and attitude positively impact behavioral intention.

The study provides practical insights: students should make informed purchasing decisions rather than succumb to social pressure, while parents can support financial responsibility by guiding students in distinguishing between wants and necessities. Universities may develop programs promoting responsible technology use and financial literacy, while marketers can strategically leverage FOMO through targeted campaigns emphasizing exclusivity and practical benefits. Future research should explore additional psychological factors and the role of social media in influencing purchasing behavior.