Hutsayaporn IntayosNapawan NetpraditBhubate SamutachakLampang Rajabhat UniversityMahidol University2022-08-042022-08-042021-01-01ABAC Journal. Vol.41, No.1 (2021), 121-145085808552-s2.0-85100656920https://repository.li.mahidol.ac.th/handle/20.500.14594/75882The purpose of this study was to empirically examine the effect of interrelationships between customer relationship management, attitude, subjective norm, and perceived behavioral control, and their effects on the intention to purchase anti- aging products and services. A mixed methods approach was used for collecting and examining the data. Quantitative data were collected from a sample of 460 respondents using an online survey, for structural equation modelling analysis. The sample was divided into two groups for separate analysis: (1) those who had experience with anti-aging products or services, and (2) those who had none. Qualitative data were obtained using in-depth interviews with 15 informants from Bangkok and from the four major regions of Thailand, to add insight to the quantitative results. The resultsMahidol UniversityArts and HumanitiesBusiness, Management and AccountingEconomics, Econometrics and FinanceSocial SciencesArticleSCOPUS