Analyzing the Determinants of Repurchase Intentions Among Thai Art Toy Collectors

Abstract

This study examines factors influencing repurchase and revisit intentions among Thai art toy collectors, providing strategic insights for businesses to enhance customer loyalty and growth. Data from a structured survey were analyzed using Principal Component Analysis (PCA) and regression, identifying four key components: Social Influence and Community Engagement, Purchase Motivation and Emotional Fulfillment, Perceived Value and Character Appeal, and Product Quality & Packaging Presentation. The findings reveal that Social Influence and Community Engagement is the strongest predictor of repurchase intentions, with influencer opinions and community belonging playing major roles. Conversely, Purchase Motivation and Emotional Fulfillment drives revisit intentions, where price competitiveness, decorative use, and collection fulfillment encourage store visits. Based on these insights, manufacturers should focus on improving product craftsmanship and exclusive limited-edition collections, while retailers should leverage social media, influencer marketing, diverse pricing, and engaging customer experiences to promote both repurchase and revisit behaviors, supporting sustained growth in the art toy market.