Factors Influencing Chinese Tourists Buying Behavior Toward Thai Products

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นฤฉัตร มังกรหงษ์ เชนินทร์ เชน

Abstract

This research investigates the factors that influence consumer buying behavior for made in Thailand products by Chinese tourists. Following a review of the literature, two external factors and one internal factor were identified. The external factors included country of originand social factors. The internal factors were psychological factors. A survey of Chinese tourists (n = 202) was used to test the conceptual framework and hypotheses. The results of the analysis showed that two Country of Origin (COO) factors (technology and human factors) had a significant moderate effect on the consumer buying behavior for made in Thailand products (adj. R2 = .308). However, only family and friends had an effect in terms of social factors, with only a weak predictability (adj. R2 = .191). The internal factors had the strongest effect (adj. R2 = .633), with factors including motivation, perception, and beliefs and attitudes, influencing the consumer buying decision.

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บทความวิจัย

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