Received: 2019-05-15  |  Accepted: 2019-09-20  |  Published: 2019-12-15

Title

Factors affecting purchase intention of community product in Thailand-Cambodia border


Abstract

The objective of this research was to study for the influence of culture dimensions, perceived quality, brand image, country of origin, word of mouth on purchase intention of community product in Thailand, the views from Cambodian consumers in Thailand-Cambodia Border. This research used the questionnaire as a tool for data collection. A sample was selected from Cambodian consumers on the Thailand-Cambodia border, 400 cases. Qualitative and quantitative data analysis was conducted by descriptive statistics and multiple regression analysis. The findings indicated that the culture dimensions, brand image, country of origin, word of mouth had a positive influence on the purchase intention of community products in Thailand with statistical significance. It was utilizable for the government and private sector as a guideline to make the marketing policy and strategy concerning the community product on the Thailand-Cambodia border. Regarding border trade, the culture dimensions, brand image, country of origin, word of mouth had a positive influence on purchase intention. Hence, for border trading there had to emphasize the importance of these factors.


Keywords

purchase intention, product community, border trade


JEL classifications

M13 , M14 , M16


URI

http://jssidoi.org/jesi/article/414


DOI


Pages

949-961


Funding

This research was funded by King Mongkut’s University of Technology North Bangkok Contract No. KMUTNB-GOV-58-55

This is an open access issue and all published articles are licensed under a
Creative Commons Attribution 4.0 International License

Authors

Kasornbua, Thichakorn
King Mongkut's University of Technology North Bangkok, Bangkok, Thailand https://www.kmutnb.ac.th
Articles by this author in: CrossRef |  Google Scholar

Pinsame, Chanon
King Mongkut's University of Technology North Bangkok, Bangkok, Thailand https://www.kmutnb.ac.th
Articles by this author in: CrossRef |  Google Scholar

Journal title

Entrepreneurship and Sustainability Issues

Volume

7


Number

2


Issue date

December 2019


Issue DOI


ISSN

ISSN 2345-0282 (online)


Publisher

VšĮ Entrepreneurship and Sustainability Center, Vilnius, Lithuania

Cited

Google Scholar

Article views & downloads

HTML views: 1261  |  PDF downloads: 533

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