The Factors Affecting Repurchase Intention of Macadamia Products among Consumers in Chiang Rai Province
Article Sidebar
Main Article Content
Abstract
This study aimed to examine the factors influencing the repurchase intention to purchase macadamia products of consumers in Chiang Rai Province, To obtain information on customer behavior that will be used to develop marketing strategies for macadamia products, the results of which result in the needs of customers. This study integrated three theories, namely the Marketing Mix factors (4C), Sensory Marketing, and Perceived Benefit. This study used the quantitative research method and collected data from the general customer population in Chiang Rai Province through online questionnaires based on a convenient sampling technique. A sample of 510 customers was analyzed by the Multiple Regression Method.
The results revealed that Sound Sense and Taste Sense factors, in the concept of Sensory Marketing had the highest effect on revisit intention, at values of 0.3515 and 0.24, respectively. While Marketing Mix factors and Perceived Benefit factors also had an effect, hence indicating that the development of marketing strategies should focus primarily on Sensory Marketing, as it is an important factor in consumer decision-making. Furthermore, studying Communication to Promotion and Consumer’s Cost to Satisfy factors will provide more detailed decision-making information, which is beneficial for developing marketing strategies.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Copyright
Connexion: Journal of Humanities and Social Sciences has an exclusive right to publish the accepted articles in any form. However, the author retains the following rights:
1. The right to the ownership of the article;
2. The right to use all or part of the article in his/her other works;
3. The right to re-produce the article for personal use or for use in the author’s organisation, in which case the author must obtain permission from Connexion: Journal of Humanities and Social Sciences;
4. The right to make copies of all or part of the work for educational use or for the author’s use in classroom teaching; and
5. The right to include the work (both the preprinted and printed versions) in an institutional repository.
References
Ajzen, I., & Fishbein, M. (1980) Understanding attitudes and predicting social behavior, Prentice-Hall.
Ariffin, S., Yusof, J. M., Putit, L., & Shah, M. I. A. (2016) Factors influencing perceived quality and repurchase intention towards green products, Procedia Economics and Finance, vol. 37, pp. 391-396. https://doi.org/10.1016/S2212-5671(16)30142-3
Campbell, D. T., & Fiske, D. W. (1959) Convergent and discriminant validation by the multitrait-multimethod matrix, Psychological Bulletin, vol. 56, no. 2, pp. 81-105. https://doi.org/10.1037/h0046016
Cha, S. S., & Lee, S. H. (2021) The effects of user experience factors on satisfaction and repurchase intention at online food market, The Journal of Industrial Distribution & Business, vol. 12, no. 4, pp. 7-13. https://doi.org/10.13106/jidb.2021.vol12.no4.7
Chen, H.-S. (2022) Towards environmentally sustainable diets: Consumer attitudes and purchase intentions for plant-based meat alternatives in Taiwan, Nutrients, vol. 14, no. 18, 3853. https://doi.org/10.3390/nu14183853
Cronbach, L. J. (1951) Coefficient alpha and the internal structure of tests, Psychometrika, vol. 16, no. 3, pp. 297-334. https://doi.org/10.1007/BF02310555
Department of Agricultural Extension, Ministry of Agriculture and Cooperatives. (2020) Agricultural production information system (ระบบสารสนเทศการผลิตทางการเกษตร), Author. (in Thai)
Fornell, C., & Larcker, D. F. (1981) Evaluating structural equation models with unobservable variables and measurement error, Journal of Marketing Research, vol. 18, no. 1, pp. 39-50. https://doi.org/10.1177/002224378101800104
Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2006) Multivariate data analysis (vol. 6), Pearson Prentice Hall.
Hair, J. F., William C. B., Babin, B. J., & Anderson, R. E. (2010) Multivariate data analysis, Prentice Hall.
Hawkins, L., & Hoon, S. (2020) The impact of customer retention strategies and the survival of small service-based businesses, The IUP Journal of Marketing Management, vol. 19, no. 2, pp. 7-34.
Huang, Y.-M., Huang, Y.-M., Huang, S.-H., & Lin, Y.-T. (2012) A ubiquitous English vocabulary learning system: Evidence of active/passive attitudes vs. usefulness/ease-of-use, Computers & Education, vol. 58, no. 1, pp. 273-282. https://doi.org/10.1016/j.compedu.2011.08.008
Industrial Plant Research Group. (2021) Macadamia production situation, Horticultural Research Institute, Department of Agriculture.
Kaenbut, K., & Towichaikun, N. (2019) ‘4C’s marketing mix factors affecting the decision to buy gold jewelry of entrepreneurs and employees at Chatuchak Weekend Market (ปัจจัยส่วนประสมทางการตลาด 4C’s ที่ส่งผลต่อการตัดสินใจซื้อทองรูปพรรณ ของผู้ประกอบการและพนักงานในตลาดนัดจตุจักรวิจัยก้าวใหม่เพื่อการพัฒนาที่ยั่งยืน)’ in the 8th PSU Trang National Conference on Research across Disciplines 2019 (PSUNC 2019) “Research and Innovation for Sustainable Development”, 29 March 2019, pp. 365-373, Prince of Songkla University, Trang Campus. (in Thai)
Kitpaisansakun, N. (2012) Improvements to the macadamia seed husking process (การปรับปรุงกระบวนการกะเทาะเปลือกในเมล็ดแมคคาเดเมีย), Wittayasara: Integration Apply Engineering and Industrial Technology, vol. 5, no. 1, pp. 1-12. (in Thai)
Kyriakopoulou, K., Keppler, J. K., & van der Goot, A. J. (2021) Functionality of ingredients and additives in plant-based meat analogues, Foods, vol. 10, no. 3, 600. https://doi.org/10.3390/foods10030600
Leesoaw Macadamia. (2025) Macadamia Leesu, a product from Doi Chang, Chiang Rai Province, creates jobs and careers for the community (มะคาเดเมีย ลีซอ” ผลิตภัณฑ์ดอยช้าง จ.เชียงราย สร้างงาน-อาชีพให้ชุมชน), Available: https://leesoaw.com/macadamia-products-th [31 May 2025] (in Thai)
Liang, L. J., Choi, H. C., & Joppe, M. (2018) Exploring the relationship between satisfaction, trust and switching intention, repurchase intention in the context of Airbnb, International Journal of Hospitality Management, vol. 69, pp. 41-48. https://doi.org/10.1016/j.ijhm.2017.10.015
Meesang, A. (2016) Business plan: Loong Teng Syn-Biotic icecream (แผนธุรกิจ ไอศกรีมโฮมเมด เพื่อสุขภาพ 'ลุงเต็ง), Independent report, Rangsit University, Available: https://rsuir-library.rsu.ac.th/handle/123456789/2629 [7 January 2025] (in Thai)
Nadondu, B., Khrueaphue, T., Thipwong, S., Dhinnabutra, P., & Chuenchomnakjad, S. (2024) Development of absorbing brick using macadamia shell charcoal powder (การพัฒนาอิฐมอญดูดซับโดยการใช้ผงถ่านกะลาแมคคาเดเมีย), The Journal of Industrial Technology, vol. 20, no. 3, pp. 62-73. https://ojs.kmutnb.ac.th/index.php/joindtech/article/view/7488 (in Thai)
Nakanithi, N. (2020) Knowledge attitude and plant based meat consumption behavior of Bangkokians (ความรู้ ทัศนคติ และพฤติกรรมการบริโภคเนื้อจากพืชของประชากรในเขตกรุงเทพมหานคร), Master’s thesis, Mahidol University, Available: https://archive.cm.mahidol.ac.th/handle/123456789/3652 [7 January 2025] (in Thai)
Panklan, K. (2016) Marketing communication in sensory perception of Thai desserts of Japanese consumer in Tokyo, Japan (การสื่อสารทางการตลาดด้านการรับรู้ทางประสาทสัมผัสต่อขนมไทยของผู้บริโภคชาวญี่ปุ่น ในกรุงโตเกียวประเทศญี่ปุ่น), Independent study, Bangkok University, Available: http://dspace.bu.ac.th/handle/123456789/2875 [7 January 2025] (in Thai)
Petre, A. (2019) 10 health and nutrition benefits of macadamia nuts, Available: https://www.healthline.com/nutrition/macadamia-nuts#TOC_TITLE_HDR_10 [7 January 2025]
Pham, Q. T., Tran, X. P., Misra, S., Maskeliūnas, R., & Damaševičius, R. (2018) Relationship between convenience, perceived value, and repurchase intention in online shopping in Vietnam, Sustainability, vol. 10, no. 1, 156. https://doi.org/10.3390/su10010156
Phiamsuwan, N. (2016) Attitude towards the 4C’s marketing mix that has a relationship with the tendency and purchasing behavior of Chang Classic beer of working-age consumers in Bangkok (ทัศนคติต่อส่วนประสมทางการตลาด 4C’s ที่มีความสัมพันธ์ต่อแนวโน้ม พฤติกรรมการซื้อเบียร์ช้างคลาสสิค ของผู้บริโภควัยทำงานในเขตกรุงเทพมหานคร), Independent study, Srinakharinwirot University. (in Thai)
Royal Agricultural Research Center Chiang Mai. (2000) Good and suitable agriculture: Arabica coffee, macadamia nuts (เกษตรดีที่เหมาะสม: กาแฟอาราบิก้า แมคคาเดเมียนัท), Horticultural Research Institute, Department of Agriculture. (in Thai)
Schmitt, B. H., & Calkins, R. D. (Eds.). (2008) Handbook on brand and experience management, Edward Elgar Publishing.
Shoosanuk, A., Sangtrakul, M., Shoosanuk, C., & Charoernpornpanichkul, K. (2018) The influence of perceived value on trust, satisfaction, word of mouth and repurchase of the healthy food consumers in Bangkok (อิทธิพลของคุณค่าที่รับรู้ต่อความไว้เนื้อเชื่อใจ ความพึงพอใจ การบอกต่อ และการกลับมาซื้อซ้ำของผู้บริโภคอาหารเพื่อสุขภาพในเขตกรุงเทพมหานคร), Nida Business Journal, no. 22, pp. 69-113. https://so10.tci-thaijo.org/index.php/NIDABJ/article/view/1007/675 (in Thai)
Sirirak P., Sammasut T., Tuntiwongwanich, W., Ukachoke P., & Jarusombuti, P. (2021) The sensory experience marketing affecting repurchasing through customers’ satisfaction with cafe business in Chonburi Province: A case study of Mongchang Café, UBRU International Journal Ubon Ratchathani Rajabhat University, vol. 1, no. 3, pp. 9-19. https://so04.tci-thaijo.org/index.php/ubruij/article/view/256617/174152
Siwngwan, K. (2015) Application of electronic nose for rancid odour analysis of dried macadamia (การประยุกต์ใช้เครื่องจมูกอิเล็กทรอนิกส์ในการวิเคราะห์กลิ่นหืน ของแมคคาเดเมียอบแห้ง), Master’s thesis, Rajamangala University of Technology Thanyaburi. (in Thai)
Srichaichanwong, T. (2021) The influence of sensory marketing on customer satisfaction and repurchase intention for plant-based proteins, Independent study, Thammasat University.
Thianthong, P. (2021) The study of factors in consumer repurchase intention towards vitamin water (การศึกษาปัจจัยที่ส่งผลต่อความตั้งใจซื้อซ้ำของผู้บริโภคสินค้าน้ำดื่มวิตามิน), Master’s thesis, Mahidol University. (in Thai)
Thompson, S. K. (2012) Sampling (vol. 755), John Wiley & Sons.
Wainer, H., & Braun, H. I. (Eds.). (1988) Test validity, Lawrence Erlbaum Associates, Inc.
Wang, O., & Scrimgeour, F. (2021) Willingness to adopt a more plant-based diet in China and New Zealand: Applying the theories of planned behavior, meat attachment and food choice motives, Food Quality and Preference, vol. 93, 104294. https://doi.org/10.1016/j.foodqual.2021.104294
Wirayutbancha, L., & Thamma, N. (2013) Factors affecting the repurchasing of Starbucks coffee’s client: Case study of the client in Bangkok metropolitan region (ปัจจัยที่มีอิทธิพลต่อพฤติกรรมการซื้อซ้ำของผู้บริโภคกาแฟสด ยี่ห้อสตาร์บัคส์ ในเขตกรุงเทพและปริมณฑล), Journal of Marketing and Communication, vol. 1, no. 2, pp. 851-870. https://thaiejournal.com/journal/2556volumes2M/45.pdf (in Thai)
