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研究生:許財發
研究生(外文):許財發
論文名稱:Exploring factors affecting consumer intention to purchase chocolate bar in Thailand
論文名稱(外文):Exploring factors affecting consumer intention to purchase chocolate bar in Thailand
指導教授:張永佶張永佶引用關係
指導教授(外文):張永佶
學位類別:碩士
校院名稱:南臺科技大學
系所名稱:商管專業學院
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:104
畢業學年度:103
語文別:英文
論文頁數:62
中文關鍵詞:TPB model, Behavioral beliefs, Normative beliefs, Attitudes
外文關鍵詞: TPB Model, Behavioral beliefs, Normative beliefs, Attitudes, Subjective norm, Snacks, Perceived behavioral control
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ABSTRACT
Nowadays market share of chocolate Bar is increased significantly in Thailand.
Chocolate Bar products are continually being redeveloped to meet the changing needs
of consumers. In this paper, the researcher sees the benefits in term of studying on
consumer perception of chocolate bar and the influence that these perceptions have on
purchase intention are explored. Which factors influence the customer to buy chocolate
bar products? This is the broad question which this research seeks to answer? The
Theory of Reasoned Action (TRA), Theory of Planned Behavior (TPB) provides a
conceptual framework for this research. The purpose of this study is to explore the
elements of consumer attitude, subjective norm, perceived behavior control and use
TPB to help our understanding of the influence of these three elements and predict their
effect on consumer attitude towards chocolate bar product, subjective norm, perceived
behavior control and the intention to purchase chocolate bar.
Data are collected through self-administered online questionnaires from a
sample of 280 Thai resident consumers. Statistic analysis includes descriptive statistics,
confirmatory factor analysis (CFA), and the Structural Equation Modeling (SEM)
techniques.
The result of this study revealed that consumer attitude, subjective norms and
regular consumption have a positive effect on purchase intention. But perceived
behavioral control was not a major issue in purchase intention of chocolate bar in
Thailand.
Keywords: TPB model, Behavioral beliefs, Normative beliefs, Attitudes, Subjective
norm, Perceived behavioral control, Purchase intention, Snacks.
ABSTRACT
Nowadays market share of chocolate Bar is increased significantly in Thailand.
Chocolate Bar products are continually being redeveloped to meet the changing needs
of consumers. In this paper, the researcher sees the benefits in term of studying on
consumer perception of chocolate bar and the influence that these perceptions have on
purchase intention are explored. Which factors influence the customer to buy chocolate
bar products? This is the broad question which this research seeks to answer? The
Theory of Reasoned Action (TRA), Theory of Planned Behavior (TPB) provides a
conceptual framework for this research. The purpose of this study is to explore the
elements of consumer attitude, subjective norm, perceived behavior control and use
TPB to help our understanding of the influence of these three elements and predict their
effect on consumer attitude towards chocolate bar product, subjective norm, perceived
behavior control and the intention to purchase chocolate bar.
Data are collected through self-administered online questionnaires from a
sample of 280 Thai resident consumers. Statistic analysis includes descriptive statistics,
confirmatory factor analysis (CFA), and the Structural Equation Modeling (SEM)
techniques.
The result of this study revealed that consumer attitude, subjective norms and
regular consumption have a positive effect on purchase intention. But perceived
behavioral control was not a major issue in purchase intention of chocolate bar in
Thailand.
Keywords: TPB model, Behavioral beliefs, Normative beliefs, Attitudes, Subjective
norm, Perceived behavioral control, Purchase intention, Snacks.
TABLE OF CONTENTS
ABSTRACT ………………………………………………………………………...…...I
ACKNOWLEDGEMENTS …………………………...…………………………….….II
TABLE OF CONTENTS………………………………………………………………III
LIST OF TABLES ……………………………………………………………….……VI
LIST OF FIGURES……………………………………………………………….…..VII
CHAPTER ONE: INTRODUCTION…………………………………………………..1
1.1 Research Background and Motivation.…………….……………………...….…1
1.2 Research Questions……...……………………………………………………….3
1.3 Purposes of Study………………………………………………………………..3
1.4 Significance of the Study………...………………………………………………3
1.5 Overview of the study……………………………………………………………4
CHAPTER TWO: LITERATURE REVIEW………………………………………...…6
2.1 Def ini t ion of Chocolate……………………. . .………………………6
2.1.1 Definition of Chocolate………………………………………………...6
2.1.2 Definition of Chocolate Bar……………………………………………7
2.2 Definition of Relevant Research Variables…………………………………..….8
2.2.1 Theory of Reasoned Action (TRA)……........…………………………...8
2.2.1.1 Attitude toward Behavior 10
2.2.2.1 Subjective Norm 10
2.2.1.3 Behavior Intention 10
2.2.1.4 Behavior 10
2.2.2 Theory Of Planned Behavior (TPB) 11
2.2.2.1 Behavioral Beliefs & Attitude toward Behavior 12
2.2.2.2 Normative Beliefs & Subjective Norm 12
2.2.2.3 Control Beliefs & Perceived Behavioral Control 12
2.2.2.4 Intention 13
2.2.2.5 Behavior 13
2.3 The Interrelationship among Research Constructs……………………………..14
2.3.1 The Interrelationship among Behavioral Beliefs and Attitude…..….….14
2.3.2 The Interrelationship among Normative Beliefs and Subjective Norm..14
2.3.3 The Interrelationship among Perceived behavioral control and Purchase
Intention………………………………………………………………...15
2.3.4 The Interrelationship among Attitude and Performing the behavior
Intention…..…………………………………………………………….15
2.3.5 The Interrelationship among Subjective Norm Variable and Purchase
Intention 16
2.3.6 The Interrelationship among Purchase Intention and Actual
Purchase/Behavior 17
CHAPTER THREE: METHODOLOGY………………………………………...…....18
3.1 Research Framework……..…………………………………………………….18
3.2 Research Hypotheses …..……….....…………………………………………...20
3.3 Questionnaire Design……………………………………….............................20
3.4 Sampling Plan……………………………………………………………….….21
3.5 Construct Measurement………………….……………………………..............21
3.5.1 Theory of Planned Behavior……………………………………………21
3.5.2 The Information of Respondents……………………………………….26
3.6 Statistical…………..…………………..………………………………….....27
3.6.1 Descriptive Statistics …………………………………………………..27
3.6.2 Confirmatory factor analysis…………………..……………………..27
CHAPTER FOUR: DATA ANALYSIS ……………………………………................29
4.1 Data Collection……...……………………………………………………...…..29
4.2 Descriptive Analysis……………………...………………………………...…29
4.2.1 Demographic Information of Respondents...….…..….......……………30
4.2.2 Descriptive Analysis of Questionnaire Items…………………….…….32
4.3 Validity and Reliability Analysis…………………..…………………………..37
4.3.1 Confirmatory Factor Analysis (CFA)…………………………..……....37
4.3.1.1 Goodness of Fit Statistics……………………………………....37
4.3.1.2 Convergent Validity….…………..…….………………………38
4.3.1.3 Evaluation of Reliability.……………………...………………..39
4.4 Structural Equation Model………………………………………………...........41
4.4.1 Full Structural Equation Model………………...…………………........41
4.4.2 Analysis of the Structural Model…………………………………..…..43
4.4.3 The Result of Hypothesis Testing……………………………….……..44
4.4.4 Summary……………………………………………………………….49
CHAPTER FIVE: CONCLUSION AND SUGGESTION………………………….....51
5.1 Research Conclusion…………………….……………………………..............51
5.2 Managerial Implications………..………………………………………….….. 52
5.3 Limitations and Recommendation for further study…………………....53
REFERENCES……………………………………………………………………........54
APPENDIX…………………………………………………………………………….58
SURVEY QUESTIONNAIRE…………………………………………………………59
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