| 摘要: | Over past few years, the luxury brand market has thrived significantly around the world, especially in the Asian market. For Thailand, an upward trend of luxury product consumption in Asia market has pushed many luxury brands to expand their market to Thailand. Therefore, it is important for the luxury brands to know what factor/s could influence on people’s purchasing intention so that they will be successful in marketing to Thailand. People always have certain perceptions toward luxury brand products, which they buy. These perceptions of luxury brands consist of five perceived value, which have conspicuous value, quality value, unique value, social value, and hedonic value. From the previous studies, they found that not only perceived value, but also demographic segments could affect people’s purchasing intention as well. In doing so, the independent variables of this study are those five perceived value toward luxury brand products and demographics, which are gender, budget, and frequency of buying luxury brands. The dependent variable is purchasing intention on luxury brands. Online questionnaire is used as a main tool to collect the data from Thai respondents. All the data are analyzed by SPSS program with descriptive statistical analysis, as well as factor analysis, Anova analysis, and Pearson’s correlation test. A total of 400 questionnaires were collected. The majority of the respondents are female (50.5%), aged 20 – 29 (37.5%), private company officer (31.8%), income 20,001 – 30,000 baht (25%), undergraduate school (52.8%), budget of buying under 10,000 baht (51.5%), and frequency of purchasing every six months (31%). According to the results, demographics – which are budget, frequency of purchasing, and gender – have influence on people’s purchasing intention. The most influential perceived value of luxury brand product is unique value. |
