Factors Affecting Chinese Undergraduate Students Studying in Bangkok s Willingness to Purchase Smart Phones in Thailand

Name: Jirangrug Samarkjarn

Name: Xiaoxiong Cui

Name: Wittaya Ekwirunphon

ThaSH: Chinese undergraduate students

ThaSH: willingness to purchase

ThaSH: smartphones

Abstract: This research aimed to study the relationships between the marketing mix 4p factor: product, price, place, promotion, and customer perceived value on customerWillingness to Purchase in Chinese Undergraduate Students Studying in Bangkok’sWillingness to Purchase Smart Phones in Thailand. The respondents are from alluniversities in Bangkok. The questionnaires were distributed to respondents viaonline platforms. Therefore, the population is unknown. Stratified random samplingwas used. However, 419 respondents participated in the online survey and 400respondents were completed. There were three types of analyses utilized in thisresearch. First, descriptive analysis was used to examine the characteristics of thesamples. Second, a reliability test was run to ensure that the questions are reliable andconsistent. Third, the hypotheses were tested by multiple-linear regression to investigate the effect of the marketing mix factor and perceived value on Willingnessto Purchase. Findings of this research indicate that product, price, place, andcustomer perceived value are statistically significant predictors of customerWillingness to Purchase. Critical and practical recommendations for Smart Phonesmarketers are suggested for their competitiveness in the Smart Phones market

Buriram Rajabhat University. Academic Resource Center.

Email: llibrary@bru.ac.th

Created: 2565

Modified: 2568-02-20

Issued: 2023-10-19

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BibliograpyCitation : วารสารวิจัยและพัฒนา,ปีที่20ฉบับที่1(มกราคม - เมษายน 2565):หน้า142-164

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