The relationship between social influence,product attributes,perceived price, brand trust and intention of Chinese people to purchase Thai rice

Abstract

This independent study was aimed to explore the relationship between social influence, product attributes, perceived price, brand trust and intention of Chinese people to purchase Thai rice. The survey questionnaire was used as an instrument for collecting the primary data. The sample size was 152 Chinese in Kunming City, China. The statistics of data analysis were reliability analysis, descriptive statistical analysis, and multiple regression analysis. The results were found that the majority of respondents were females with 20-30 years of age. They were private employees and earned an average monthly income CNY 3,001-5000. Most of them completed bachelor’s degrees. Based on the findings, the social influence, product attributes and brand trust had influence while the perceived price had no influence on intention of Chinese people to purchase Thai rice.