CUSTOMER BEHAVIOR OF SHOPPING AT THAILAND-LAO CROSS-BORDER

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Ratthakarn Buasri

Abstract

          This study aims to investigate the inter-relationship that exists among economic reasons, leisure-oriented activities, country-of-origin, outshopping enjoyment, and outshopping frequency in regard to of cross-border tourism between Thailand and Lao. Survey questionnaires were used as the tools to collect the data from 184 students (Gen Y) who were studying in a diploma program in Vientiane, Lao and who had crossed the border to go shopping in Thailand. The data was analyzed using Structural Equation Modeling (SEM). The results revealed that leisure-oriented activities had a direct influenceon outshopping enjoyment and on outshopping frequency. In addition, there are direct influencesthat the country-of-origin has on outshopping enjoyment. The results supported the three hypotheses of the study and showed that 80% had explained outshopping enjoyment and that 17% had frequently participated in outshopping.

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How to Cite
Buasri, R. (2018). CUSTOMER BEHAVIOR OF SHOPPING AT THAILAND-LAO CROSS-BORDER. Panyapiwat Journal, 10(3), 1-14. Retrieved from https://www.tci-thaijo.org/index.php/pimjournal/article/view/162261
Section
Research Article