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系統識別號 U0026-1401201314270500
論文名稱(中文) Domestic Brand Name Handbag or International? An Investigation into the Antecedents Influencing Women’s Purchasing Preference in Thailand
論文名稱(英文) Domestic Brand Name Handbag or International? An Investigation into the Antecedents Influencing Women’s Purchasing Preference in Thailand
校院名稱 成功大學
系所名稱(中) 國際經營管理研究所碩士班
系所名稱(英) Institute of International Management (IIMBA--Master)
學年度 101
學期 1
出版年 102
研究生(中文) 余秀文
研究生(英文) Woramon Bin-Uma
學號 RA6007049
學位類別 碩士
語文別 英文
論文頁數 123頁
口試委員 指導教授-黃國平
口試委員-鄭至甫
口試委員-偉耶倫
中文關鍵字 none 
英文關鍵字 Perceived product value  Perceived product quality  Perceived sacrifice  Perceived price difference  Intrinsic motivation  Purchase decision maker  Multinomial logistic regression 
學科別分類
中文摘要 none
英文摘要 This research proposes the study of female consumer in Bangkok, Thailand views of domestic versus international branded handbag products. The experiment used perceived product value, perceived product quality, perceived sacrifice, perceived price difference, intrinsic motivation, and purchase decision maker as factors that possibly have influence with purchase decision choice. A discrete choice modeling approach is used to address the operational challenges of incorporating behavioral elements choice analysis. The quantitative method was adopted by means of structured questionnaire and sample of female consumers (n=442) responses were collected. Moreover, a multinomial logistic model is the appropriate model to gain deeper understanding in comparative way of what persuade female consumers to choose brand name handbag among domestic brand and international brand including low, middle, and high-end.
This study shows that all of factors excluding purchase decision maker have significant influence with female consumer’s purchase decision choice so the marketers or manufacturers of three product classifications should be concerned about these factors. Furthermore, some of demographic variables of consumers such as consumer’s purchase experience (latest purchase decision) and total number of brand name handbag that the consumers owned also show significant effects in this research.
論文目次 ABSTRACT I
ACKNOWLEDGEMENTS II
TABLE OF CONTENTS III
LIST OF TABLES VII
LIST OF FIGURES IX
CHAPTER ONE INTRODUCTION 1
1.1 Research Background and Motivations. 1
1.2 Research Objectives and Contributions. 4
1.3 Scope of Research. 6
1.4 Research Procedure. 7
1.5 Structure of the Study. 7
CHAPTER TWO LITERATURE REVIEW 9
2.1 Theoretical Background: Purchase Decision Process Theory. 9
2.2 The Importance of Brand in Consumer’s Choice Behavior. 12
2.3 Definition of Independent Variable. 13
2.3.1 Perceived Product Value. 13
2.3.2 Perceived Product Quality. 14
2.3.3 Perceived Sacrifice. 16
2.3.4 Perceived Price Difference. 17
2.3.5 Intrinsic Motivation. 18
2.3.6 Purchase Decision Maker. 19
2.4 Definition of Dependent Variable. 20
2.4.1 Purchase Decision. 20
2.5 Developments of Research Hypotheses. 21
2.5.1 The Relationship between Perceived Product Value and Purchase Decision. 21
2.5.2 The Relationship between Perceived Product Quality and Purchase Decision. 22
2.5.3 The Relationship between Perceived Sacrifice and Purchase Decision. 24
2.5.4 The Relationship between Perceived Price Difference and Purchase Decision. 25
2.5.5 The Relationship between Intrinsic Motivation and Purchase Decision. 26
2.5.6 The Relationship between Purchase Decision Maker and Purchase Decision. 27
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 29
3.1 Conceptual Framework. 29
3.2 Research Variables and Construct Measurement. 30
3.2.1 Perceived Product Value. 30
3.2.2 Perceived Product Quality. 32
3.2.3 Perceived Sacrifice. 32
3.2.4 Perceived Price Difference. 33
3.2.5 Intrinsic Motivation. 34
3.2.6 Purchase Decision Maker. 34
3.2.7 Purchase Decision. 35
3.2.8 Personal Information. 35
3.3 Research Hypotheses. 35
3.4 Questionnaire Design. 36
3.5 Sampling Plan and Data Collection Procedure. 36
3.6 Data Analysis Procedure. 39
3.6.1 Descriptive Analysis. 39
3.6.2 Purification and Reliability Analysis. 39
3.6.3 Interrelation between Research Variables. 40
CHAPTER FOUR RESEARCH RESULTS 43
4.1 Data Collection. 43
4.2 Descriptive Analysis. 44
4.2.1 Characteristics of the Respondents. 44
4.2.2 Descriptive Statistics of Categorical Variables. 47
4.2.3 Measurement Results for Relevant Research Variables. 48
4.3 Factor Analysis and Reliability Test. 55
4.3.1 Perceived Product Value. 55
4.3.2 Perceived Product Quality. 57
4.3.3 Perceived Price Difference. 59
4.3.4 Perceived Sacrifice. 61
4.3.5 Intrinsic Motivation. 62
4.4 Multinomial Logistic Regression. 63
4.4.1 Multinomial Logistic Regression Significance Test. 63
4.4.2 Multicollinearity Test. 77
4.5 Analysis of Variance. 78
4.5.1 ANOVA Analysis of Research Constructs. 79
4.5.2 ANOVA Analysis of Purchase Decision Choice and Demographics. 80
4.6 Common Method Variance. 83
CHAPTER FIVE CONCLUSION AND RECOMMENDATIONS 84
5.1 Research Conclusions and Findings. 84
5.2 Research Implications and Contributions. 88
5.2.1 Academic Implication. 88
5.2.2 Managerial Implication. 89
5.3 Research Limitations and Future Directions. 90
REFERENCES 92
Appendix 1: Questionnaire (English) 104
Appendix 2: Questionnaire (Thai) 112
Appendix 3: Multinomial model which has factors and other categorical variables as predictors; after remove insignificant variables. 120
Appendix 4: Multinomial model which has factors, demographics and other categorical variables as predictors; after remove insignificant variables. 121
Appendix 5: Model Summary; after remove insignificant variables 123
Appendix 6: Classification Table; after remove insignificant variables 123
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