THE PURCHASING DECISION PROCESS EFFECTING TRUST IN ATTENDING THE MUSIC FESTIVAL OF ADOLESCENTS IN BANGKOK

Abstract

A study of the purchasing decision process affecting trust in attending the music festival of adolescents in Bangkok aimed to study 1) the purchasing decision process in attending the music festival of adolescents 2) the trust in adolescents’ attendance at the music festival 3) the purchasing decision process effecting trust in adolescents the music festival attendance.  The samples size designed by G*Power were 138 male and female adolescents between the ages of 15-24 years who decide to attend music festivals and live in Bangkok. Pearson’s product moment correlation coefficient and multiple regression analysis was utilized to examine the data and to find the prominent of variables, which was collected through questionnaire. The general finding indicated that 1) Adolescents’ post-purchase behavior is the most significant factor in their decision to purchase tickets to a music festival because they can share with their friends and family. 2) Most of respondents were trust in attending the music festival of adolescents, in the generosity of the festive organizers of the music festival intend to provide entertainment and demand. 3) there was a statistically significant relationship between the purchasing decision process and trust in attending music festival of adolescent at 0.01 level. The results of hypothesis testing revealed that when examining the relationship between the purchasing decision process and trust in attending music festival of adolescent by using Pearson’s Product Moment Correlation Coefficient, the result revealed that there was a statistically significant relationship between the purchasing decision process and trust in attending music festival of adolescent at 0.01 level. But when analyzing by Multiple Regression Analysis between predictors of the purchasing decision process and trust in attending music festival of adolescent, the result showed that there was no statistically significant of information search and purchase decide at 0.05 level. Due to the three independent variables consists of post purchase evaluation, problem recognition, and evaluation of alternatives which are more prominent than information search and purchase decide.  When the latter two variables were added to the model, there was no statistically significant increase in the model of R square at the 0.05 level.