Factors influencing purchase intention of creative community craft products in Thailand.

Abstract

The purpose of this study is to identify the influential factors for the purchase intention of consumers toward creative community craft products in Thailand. However, the sample of this research does not limit to only Thai people, but also include foreigners. The research framework proposes the following possible explanatory factors: level of innovation, electronic word of mouth, self-image, and perceived value, constructed based on the adaptation of the Theory of Planed Behavior. Consequently, the quantitative methodology and the data collection of online survey was applied to examine and understand those determinants. As a result, with a total of 109 respondents, the study found that self-image and innovative scale have significant impact on the purchase intention for creative community craft items. Although the number of foreign participants (32 people) is considerably lower than Thai (77 people), the regression results of influential factors in these two groups are the same. Surprisingly, EWOM and perceived value do not statistically affect purchase intention.