FACTORS INFLUENCING PURCHASE INTENTIONS IN CONVENIENCE STORES OF CHINESE TOURISTS IN THAILAND

Abstract

The research was to investigate actual factors influencing purchase intentions in
Convenience Stores of Chinese tourists in Thailand.
Tourists in Thailand. The conceptual framework was developed from the literature review
and survey in the area and other contemporary research in purchase intention. Accordingly, the
researchers consider the importance of Variety products, comfortability, creditable, facility,
location, and purchase intention.
In this, the researchers employed the quantitative research approaches. The instruments of
research were the steps of a questionnaire. Data were collected from 385 people who are
Chinese tourists in Thailand for buy something in a convenience store in 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 a variety of products, comfortability, credibility,
facility and, location were explanatory of the variance in purchase intention at 44.2 percent (R2
= 0.442). Each factor involves significant aspects, with the total being 27. All aspects should
be addressed if problems are to be successfully solved over the long haul.