ความสัมพันธ์ตราสินค้าอิเล็กทรอนิกส์ต่อผู้บริโภคไทย

บทคัดย่อ

          The study of Thai brand product in electronicindustry had two main objectives (1) brand characteristics in electronic brand industry (2) the main causal factors among Thai electronic product
brands.
         The research technique using questionnaire which collected data from producers and distributors in Thai electronic product of 268 persons and 400 consumers in Thai electronic product. The data analysis of SPSS program Version 14.0 and AMOS Version 6.0 by statistical values of frequency distribution,percentage, arithmetic mean and standard deviation.

         The research findings prevailed that the Thai industrial product in electronics among producers and consumers agreed exclusively for the electronicalbrand product had good characters overall in partnership introduction and marketing activities toward brand. And the personal causal factors of producer/distributor in age, education, business experience had related with brand. Meanwhile the consumer groups found that education and experience had causal relationship toward Thai electronic brand industry.