AN EMPIRICAL STUDY OF THE FACTORS INFLUENCING CUSTOMERS’ PURCHASE INTENTION OF DIGITAL CAMERA

Please use this identifier to cite or link to this item: http://ithesis-ir.su.ac.th/dspace/handle/123456789/1187

Full metadata record

DC Field	Value	Language
dc.contributor	Tattep SINJANAKHOM	en
dc.contributor	ทัตเทพ สิญจนาคม	th
dc.contributor.advisor	Jantima Banjongprasert	en
dc.contributor.advisor	จันทิมา บรรจงประเสริฐ	th
dc.contributor.other	Silpakorn University. International College	en
dc.date.accessioned	2018-10-11T07:05:25Z	-
dc.date.available	2018-10-11T07:05:25Z	-
dc.date.issued	12/7/2019
dc.identifier.uri	http://ithesis-ir.su.ac.th/dspace/handle/123456789/1187	-
dc.description	Master of Business Administration (M.B.A.)	en
dc.description	บริหารธุรกิจมหาบัณฑิต (บธ.ม)	th
dc.description.abstract	The aim of this study is to explore marketing mix and characteristics of buyers influencing purchase intention of digital cameras. The study addresses its research objective through an empirical investigation adopting quantitative survey in digital camera sector. Data were collected using an online survey (280 respondents). The results, analyzed through multiple regression analysis, demonstrate that four factors (place factor, personal factor, social factor, and psychological factor) have significant impact on customers’ purchase Intention, while product factor, price factor, and promotion factor do not have significant impact on customers’ purchase Intention. The research findings provide guidance to managers as to how customers’ purchase intention is influenced by marketing mix and characteristics of buyers. The theoretical and managerial implications of this research are articulated.	en
dc.description.abstract	-	th
dc.language.iso	en
dc.publisher	Silpakorn University
dc.rights	Silpakorn University
dc.subject	MARKETING MIX	en
dc.subject	CHARACTERISTICS OF BUYERS	en
dc.subject	PURCHASE INTENTION	en
dc.subject.classification	Business	en
dc.title	AN EMPIRICAL STUDY OF THE FACTORS INFLUENCING CUSTOMERS’ PURCHASE INTENTION OF DIGITAL CAMERA	en
dc.title	ปัจจัยที่มีผลต่อความตั้งใจซื้อกล้องถ่ายภาพดิจิตอลของผู้ซื้อ	th
dc.type	Master's Report	en
dc.type	การค้นคว้าอิสระ	th
Appears in Collections:	International College

Files in This Item:

File	Description	Size	Format
58502301.pdf		4.07 MB	Adobe PDF	View/Open

Show simple item record

DSpace JSPUI

DSpace preserves and enables easy and open access to all types of digital content including text, images, moving images, mpegs and data sets