| Research Title |
The factor affected Purchase Intention to support Thai soft power products. |
| Date of Distribution |
23 February 2024 |
| Conference |
| Title of the Conference |
การประชุมวิชาการระดับชาติและนานาชาติด้านบริหารธุรกิจและการบัญชี 2567 The International and National Conference on Business Administration and Accountancy 2024 (INCBAA 2024) |
| Organiser |
เครือข่ายสถาบันการศึกษาแห่งภูมิภาคด้านบริหารธุรกิจ (Thailand Regional Business Schools Network: TRBS NET |
| Conference Place |
ณ โรงแรมคริสตัล หาดใหญ่ อ.หาดใหญ่ จ.สงขลา |
| Province/State |
สงขลา |
| Conference Date |
23 February 2024 |
| To |
23 February 2024 |
| Proceeding Paper |
| Volume |
- |
| Issue |
- |
| Page |
- |
| Editors/edition/publisher |
- |
| Abstract |
Thai Soft Power, which has its roots in cultural attraction and influence,
connects well with the Indonesians market and affects their choices. This study
investigates Indonesian Tourists’ demography affects to Thai culture product purchase
intention and study Indonesian Tourists’ attitudes about Thai soft power affects to
purchase intention. This study is quantitative research and used online questionnaire is
utilized as the tool. The 400 respondents were Indonesian tourists because of the
warm relationships and cultural similarities between Thailand and Indonesia and
analyzed data by descriptive statistics and inferential statistics (t-test, ANOVA and MRA).
The result found that Indonesians’ demography such as age, occupation, education,
and income were affected to culture product purchase intention. The attitude of
Indonesian tourists was affected to purchase Thai Indigo Product. It can be
strengthened through awareness of enterprise and advertising by the Thai government
that highlights common cultural values. |
| Author |
|
| Peer Review Status |
ไม่มีผู้ประเมินอิสระ |
| Level of Conference |
นานาชาติ |
| Type of Proceeding |
Full paper |
| Type of Presentation |
Oral |
| Part of thesis |
true |
| Presentation awarding |
false |
| Attach file |
|
| Citation |
0
|
|
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Publication
Journal Publication
ไทย