Factors influencing the repeat purchase intention of Thai fruits among consumers in Kunming Yunnan Province, China

Abstract

This study objectives are 1) to study the marketing mix level, trust, and repeat purchase intention of Thai fruits among consumers in Kunming, Yunnan Province, China. 2) to study the factors influencing repeat purchase intention. Thai fruits of consumers in Kunming City, Yunnan Province. The research instrument was a questionnaire. The sample group consisted of 385 consumers who purchased fruits imported from Thailand in Kunming, Yunnan, China, using a questionnaire as a data collection tool. Statistics used in data analysis include percentage, mean, and standard deviation. and multiple regression analysis using Enter

The results of the study found that 1) the level of importance In terms of intention to re-purchase Thai fruits among consumers in Kunming, Yunnan Province, China as a whole is at a high level. 2) The results of the multiple regression test using the Enter method found that Factors influencing the repeat purchase intention of Thai fruits of consumers in Kunming City, Yunnan Province, China. at the .05 level