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Title: | Factor Positively Impacting Purchase Intention Of “B” Brand Smartwatch Of Customers In Bangkok |
Authors: | Sakbordin Rodkamphon |
Keywords: | Smartwatch Brand Perception Product Design Advertisement |
Issue Date: | 2019 |
Publisher: | Bangkok University |
Abstract: | This independent study aimed to explore the sample in Bangkok area to seek
for factors positively impacting brand purchase intention of smartwatch based on the
predetermined factors from the literature review. The factors were included Brand
Awareness, Brand Associate, Brand Image, Brand Fondness, Interface Convenience,
Perceived Content, Design Aesthetics and Credibility. From sample collection through
customer bought Apple Watch and online community, the researcher found that the
sample were mostly female than male samples. Majority of sample completed with
bachelor’s degree with age between 20 – 30 years old with single marital status. The
study showed that overall the factors contribute the positive impact to the brand
purchase intention is Brand Awareness, Brand Fondness, Credibility and Perceived
Content at 95% confidential level. The study used the sample in an amount of 271
samples from consumers in Bangkok. The data collected was analyzed using the
SPSS to seek for multiple regression. The data collection was analyzed in both
descriptive and multiple regression analysis. The result from the analysis showed that
Brand Awareness (β = 0.348), Brand Fondness (β = 0.269), Credibility (β = 0.214),
and Perceived Content (β = 0.167) accounted for 68.5% positively impacting on brand
purchase intention of smartwatch in Bangkok with statistically significant at .01. |
Description: | Independent Study (M.B.A)--Graduate School, Bangkok University, 2019 |
Subjects: | Clocks and watches Clock and watch industry Advertising -- Brand name products Brand choice |
Advisor(s): | Penjira Kanthawongs |
URI: | http://dspace.bu.ac.th/jspui/handle/123456789/4315 |
Appears in Collections: | Independent Studies - Master Independent Studies
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