Factors affecting purchase intention of young Thai adults toward otop-non food products.

Abstract

The main purpose of this thematic paper is to investigate the factors that affect purchase intention of young Thai adults (YTA) toward OTOP non-food products. The scope is on OTOP non-food products which includes 3 categories (herbal non-food products, apparels, and apparatuses). This study aims to increase an understanding of factors that have an impact on the purchase intention of YTAs. The focus is on 7 independent factors (Attitude, Nationalism, Materialism, Social Benefits, Reference Groups, Product Quality, and Price) that are antecedents of purchase intention toward local products. A total of 200 online questionnaires were distributed to Thai male and female age between 18-25 or YTAs who live in Bangkok, Thailand. Sample is mixed between postgraduate and undergraduate students. The data collected from the questionnaires were then analyzed using descriptive analysis, one-way ANOVA analysis, factor analysis, reliability analysis, correlation analysis, and multiple linear regression analysis. The finding revealed that Product Quality is the strongest predictors of purchase intention of YTAs toward OTOP non-food products, followed by Price and Nationalism.