Exploring Factors Influencing Repurchase Intention of Thai Cultural Design Cloth Products
Issued Date
2024-08-31
Resource Type
ISSN
27526798
eISSN
27526801
Scopus ID
2-s2.0-85205894784
Journal Title
Journal of Ecohumanism
Volume
3
Issue
6
Start Page
154
End Page
174
Rights Holder(s)
SCOPUS
Bibliographic Citation
Journal of Ecohumanism Vol.3 No.6 (2024) , 154-174
Suggested Citation
Yoopetch C., Damrongmahasawat S., Promsiri T. Exploring Factors Influencing Repurchase Intention of Thai Cultural Design Cloth Products. Journal of Ecohumanism Vol.3 No.6 (2024) , 154-174. 174. doi:10.62754/joe.v3i6.3990 Retrieved from: https://repository.li.mahidol.ac.th/handle/123456789/101614
Title
Exploring Factors Influencing Repurchase Intention of Thai Cultural Design Cloth Products
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Author's Affiliation
Corresponding Author(s)
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Abstract
This study investigates the factors that influence the repurchase intention of young consumers towards cultural design cloth products, which encompass traditional attire and culturally themed clothing. Young consumers, known for their significant purchasing power, were the focus of this research. Drawing on the theory of planned behavior (TPB), this study examines the impact of attitude (ATT), subjective norms (SN), perceived behavioral control (PBC), and perceived risk (PR), on repurchase intention (RI) of cultural design cloth products. The study analyzed data using a sample of 523 young consumers using Structural Equation Modeling (SEM) and AMOS Version 20 software. The findings revealed that ATT exerts direct and positive influences on RI, while PR does not significantly affect RI. Additionally, five of the seven proposed hypotheses were supported. Moreover, this study extends the application of the TPB by exploring its mediating role between PBC, SN, PR, and ATT om RI of cultural products. Practitioners can leverage these insights to enhance repurchase activities within their businesses.