Factors affecting offline purchasing intention towards smart phones: a cases study of Chinese undergraduate students in Bangkok.

Abstract

The study focuses on several independent variables such as product, price, place, promotion, and buying experience influencing Chinese undergraduate students' offline purchase intention towards smart phone by using a sample group of 400 Chinese undergraduate students who are in Bangkok. Only 223 questionnaires were used for analysis from the 400 respondents. Correlation and multiple regression analysis were applied in this research. The results of this study show that factors of product and promotion significantly influence Chinese undergraduate students' offline purchase intention towards smartphones, however, factors of price, place and buying experience do not significantly influence Chinese students’ purchase intention. Chinese students prefer product features of smartphones more than the price, and normally, Chinese students purchase the new smartphone when they are back in China for their holidays or semester break, so, they don’t think buying convenience is the factor that impacts their smartphone buying behavior. Besides, the selling process standards toward customers both in China and Thailand are similar, thus, place of purchase does not affect their buying decisions.

AN INDEPENDENT STUDY SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE MASTER DEGREE OF BUSINESS ADMINISTRATION PROGRAM RAJAMANGALA UNIVERSITY OF TECHNOLOGY KRUNGTHEP ACADEMIC YEAR 2020 COPYRIGHT OF RAJAMANGALA UNIVERSITY OF TECHNOLOGY KRUNGTHEP