Factors Influencing Bangkok-based Consumers' Purchase Intention of Dairy Products in a Subscription Business Model.

Abstract

The research aimed 1) To identify the factors that influence consumers’ purchase intention of milk products in a subscription business model in Bangkok. And 2) To understand the differences among each factor on demography. It is the quantitative method is used in this study. The assumption was made on the factor influencing consumers’ purchase intention of milk products in a subscription business model in Bangkok via online platform. The sample size of this study is 400, including both males and females who currently live in the Greater Bangkok. The study used the T-test to find the difference in the population finding the mean between two groups which are male and female. To find the variance, this research used ANOVA to indicate the relationship of each variable, Regression is used to measure how strong or how weak the relationship between one dependent variable and independent variables. The results using statistical computer program. The research found that: the attitude and subjective norms that which show a positive influence on the repurchase intention. The more customer has a positive attitude and positive subjective norm with milk products in a subscription business model they have bought. The higher positive, the higher possibility of their intention.