FACTORS INFLUENCING PURCHASE INTENTIONS FOR GOLD AND JEWELRY PRODUCTS OF CHINESE TOURISTS IN THAILAND

Abstract

The research was to investigate actual Influencing factors in purchase intentions for Gold
and jewelry products of Chinese Tourists in Thailand. The conceptual framework was
developed from the literature review, survey in the area, and other contemporary research on
purchase intention. Accordingly, the researchers consider the importance of quality products,
innovative products, and after-sales service. In this, the researchers employed the quantitative
research approaches. The instruments of research were the steps of a questionnaire. Data were
collected from 385 Chinese tourists who came to Thailand to buy Gold and jewelry in Bangkok
Thailand. The data collected were analyzed using path modeling and on the basis of observing
the actual purchase intention of the organizations studied through all operational links in the
marketing management.
Findings are as follows: Applications of quality products, innovation products, and sales
service were explanatory of the variance in purchase intention at 66.6 percent (R2 = 0.666).
Each factor involves significant aspects, with the total being 26. All elements should be
addressed if problems are to be solved over the long haul.