Factors Positively Affecting Purchase Intention of Automobile Consumers at Thailand International Motor Expo 2015 in Bangkok

Abstract

The researcher studied the positive influence of car attributes, emotional connection, accessibility, external Influence, brand-loving tendency, support environmental protection, drive for environmental responsibility, and vivacity towards purchase intention of automobile consumers at Thailand International Motor Expo 2015 in Bangkok. The 258 usable survey questionnaires were received from the attendants of Thailand International Motor Expo 2015 at IMPACT Muang Thong Thani Convention Centre between 5 December to 13 December in 2015. The data was analyzed using Multiple Regression Analysis found that vivacity (β = 0.361) and accessibility (β = 0.141) were positively affected purchase intention of the potential automobile consumers in the Expo at .05 level of significant, explaining 57% of the influence towards purchase intention of the consumers. However, car attribute, emotional connection, brand-loving tendency, supporting environmental protection, and drive for environmental responsibility were not found to be significantly affected purchase intention of working people in Bangkok.