Factors that influence purchase intention of fusion dessert of Thai consumers.

Abstract

The purpose of this paper is to study the factors influencing the intention to buy fusion desserts. This study aims to increase an understanding of factors that have an impact on the purchase intention of Thai consumers with fusion dessert. The focus is on 4 independent factors (eWOM, Food Quality, and Social Influence) that have influence on attitude toward fusion dessert and attitude toward fusion dessert has relationship with purchase intention. This research uses quantitative approach with total of 204 respondents. Results reveal the factors influencing attitude towards fusion dessert are eWOM and food quality and attitude towards fusion dessert has a relationship with purchase intention. The information from the research can help to inform entrepreneurs who have their own fusion dessert café or who sell fusion dessert online about the important factors that have an impact on purchase intention towards fusion dessert.