THE FACTORS INFLUENCING THAI CUSTOMER REPURCHASE INTENTION TOWARD CULTURAL DESIGN PRODUCTS IN THAILAND

Abstract

Cultural design products is one of the national strategies of various countries including Thailand but the product still has not reached its full potential yet. The lack of understanding of consumer behavior behind cultural design products may have prevented brand owners and the government from effectively promoting cultural design products in Thailand. The aim of this study is to understand the significant factors that influenced the repurchase intention of cultural design products while also aims to explore the consumer behavior from different demographic backgrounds. Data were collected using online questionnaire (n = 451). Findings suggested that females more concern about product image and quality. Attitude toward product, subjective norm, perceived behavioral control, perceived risk, product design, cultural attractiveness, and repurchase intention influence various product kinds differently. Thai shoppers find retail stores easy to reach and discover. Local shop buyers are less affected by product design and subjectivity than others. Perceived risk and perceived behavioral control is obviously concerned via online purchases. For middleman's website, cultural attractiveness is not so important. Cultural area also influences various factors differently. For northern products, subjective norm and cultural attractiveness are the matter. This research shows age influences repurchase intention toward cultural design product too. Younger adults have lower repurchase intentions and they are less influenced by subjective norms. Higher-educated consumers are more influenced by attitude toward product and product design. For perceived risk, the research found it’s essential for all income categories. Moreover, purchasing cultural design products purpose is influenced by different factors. For personal use, they are more concerned with attitude toward product, subjective norm, product design and cultural attractiveness.