Factors Affecting Chinese Undergraduate Students Studying in Bangkok’s Willingness to Purchase Smart Phones in Thailand
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บทคัดย่อ
This research aimed to study the relationships between the marketing mix 4p factor: product, price, place, promotion, and customer perceived value on customer Willingness to Purchase in Chinese Undergraduate Students Studying in Bangkok’s Willingness to Purchase Smart Phones in Thailand. The respondents are from all universities in Bangkok. The questionnaires were distributed to respondents via online platforms. Therefore, the population is unknown. Stratified random sampling was used. However, 419 respondents participated in the online survey and 400 respondents were completed. There were three types of analyses utilized in this research. First, descriptive analysis was used to examine the characteristics of the samples. Second, a reliability test was run to ensure that the questions are reliable and consistent. Third, the hypotheses were tested by multiple-linear regression to investigate the effect of the marketing mix factor and perceived value on Willingness to Purchase. Findings of this research indicate that product, price, place, and customer perceived value are statistically significant predictors of customer Willingness to Purchase. Critical and practical recommendations for Smart Phones marketers are suggested for their competitiveness in the Smart Phones market.
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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
เนื้อหาและข้อมูลในบทความที่ลงตีพิมพ์ในวารสารทดสอบระบบ ThaiJo2 ถือเป็นข้อคิดเห็นและความรับผิดชอบของผู้เขียนบทความโดยตรงซึ่งกองบรรณาธิการวารสาร ไม่จำเป็นต้องเห็นด้วย หรือร่วมรับผิดชอบใดๆ
บทความ ข้อมูล เนื้อหา รูปภาพ ฯลฯ ที่ได้รับการตีพิมพ์ในวารสารทดสอบระบบ ThaiJo2 ถือเป็นลิขสิทธิ์ของวารสารทดสอบระบบ ThaiJo2 หากบุคคลหรือหน่วยงานใดต้องการนำทั้งหมดหรือส่วนหนึ่งส่วนใดไปเผยแพร่ต่อหรือเพื่อกระทำการใดๆ จะต้องได้รับอนุญาตเป็นลายลักอักษรจากวารสารทดสอบระบบ ThaiJo2 ก่อนเท่านั้น
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