THE INFLUENCE OF BRAND VALUE AND FAVORITE OF THAI PRODUCTS ON ONLINE SHOPPING BEHAVIORS OF CHINESE CONSUMERS
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Abstract
According to brand value identifies product quality and price in consumer’s mind and represents consumers’ system of values, habit, taste, life style and consumption pattern, consumers will buy the brand that can give them different experience, mind benefit of cultural value and personal emotional release. Besides, consumers from different cultures react to foreign products, advertisement and information in different way. This shows the influence of attractive forces in brand value plays an important role in purchasing behavior of foreign products. The purpose of this research aims to study 1) To study brand awareness that influences purchasing decisions 2) To study brand value and favorite related to brand satisfaction 3) To study brand value and favorite related to attitudes to online shopping Thai product. 4) To study perception of Brand problems in market affecting on Brand value and favorite. To collect research sample using random samples from total experienced consumer in online shopping Thai product in China of valid 212 questionnaires used for analysis and data analyses by descriptive and quantitative statistic with SPSS 18.0 program. The results found that brand awareness influences purchasing decision. Especially, brand value and favorite factors have high correlated to brand satisfaction and attitudes to online shopping Thai product, while are little affected by perception of brand problems.
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