Factors affecting Thai People’s Purchases of POPMART Products in Thailand.

Abstract

This research paper aims to study the factors affecting the purchasing decisions of Thai consumers regarding POPMART products. Using a quantitative approach, this study utilized an online questionnaire targeting Thai consumers aged 18-40 in Bangkok, with a sample of 40 respondents. The data were analyzed using descriptive statistics (frequency, percentage, mean, and standard deviation) and inferential statistics, including t-tests and chi-square tests. The model results demonstrate that factors such as attitude towards act or behavior, perceived value, word-of-mouth (WOM & eWOM), and uncertainty significantly affect purchasing decisions. The statistical model for consumer purchase intention is as follows: purchase intention = 1.345 + (0.178 * attitude) + (0.234 * perceived value) + (0.165 * WOM & eWOM) - (0.120 * uncertainty), which explains 68.2% of the variance in purchasing decisions, with a standard error of ±0.398. The findings provide actionable insights for POPMART’s marketing strategies in Thailand, emphasizing the importance of cultivating a positive brand attitude, enhancing perceived value, and minimizing purchase uncertainty to build customer loyalty.