Intention to Buy as a Mediator of Trust and Personal Norms on Purchase Decisions Behavior for LED Lamps Among Consumers in Nong Khaem District
Keywords:
Purchase intention, Trust, Personal norms, Buying behaviorAbstract
The objective of this study was to 1. Investigate the purchase intention as a mediator of trust and personal norm towards purchase decision behavior for LED lamps among consumers in Nong Khaem District, Bangkok 2. Intention to buy as a mediator of trust and personal norms on purchase decisions for LED lamps among consumers in Nong Khaem. A questionnaire was used as a research instrument. Data were collected from the sample of 322 consumers in Nong Khaem District, Bangkok. Data collected were then analyzed using statistics, including frequency, percentage, mean and standard deviation. The hypotheses were tested by t-test. The statistics used in this research were the structural equation model analysis using PLS Graph 3.0. The research results indicated that most of the respondents were males (64.30%), had single marital status. The results obtained from structural equation model shown. Intention to buy as a mediator particular factor linking between, Trust and Personal norms have a direct influence on the buying decision behavior (PB) of consumers in Nong Khaem District, Bangkok with the direct influence value equal to 0.113, 0.471 and 0.220 respectively.
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