A Comparative Study of Repurchase Intention Concerning Luxury Products Between Thai and Chinese Customers

บทคัดย่อ

This research is a comparative study, which compares the differences in factors between Thai and Chinese consumers, and also find out the main factors which influences on repurchase intention of Thai and Chinese consumers. The primary data was collected from 438 respondents through self-administered questionnaires who have experienced in purchasing and using luxury products (Gucci, Chanel, Louis Vuitton) by focusing on each three top shopping malls in Bangkok and Kunming. Descriptive Analysis applied to gather the information of respondents and inferential analysis in which the researcher used Independent two samples ttest and Multiple Linear Regression Analysis (MLR).The results indicated that there are some differences and commons in factors between Thai and Chinese consumers concerning luxury products. And found out the main factors which influenced on repurchase intention of Thai and Chinese consumers.