พฤติกรรมของผู้บริโภคในการเลือกซื้อสินค้าบริเวณด่านพรมแดนประเทศไทย-ลาว

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Ratthakarn Buasri

บทคัดย่อ

          การศึกษาครั้งนี้มีวัตถุประสงค์เพื่อศึกษาหาความสัมพันธ์ระหว่างปัจจัยทางเศรษฐกิจ กิจกรรมสันทนาการ ประเทศแหล่งกำเนิดสินค้า ความเพลิดเพลินในการเลือกซื้อสินค้า และความถี่ในการซื้อสินค้าในกรณีของการท่องเที่ยวในเขตชายแดนประเทศไทยและลาว งานวิจัยนี้สำรวจด้วยแบบสอบถาม โดยเก็บข้อมูลจากนักเรียนระดับชั้นอนุปริญญาในเมืองเวียงจันทน์ (เจเนอเรชั่นวาย) ประเทศลาวที่เคยข้ามชายแดนมาซื้อสินค้าในประเทศไทย จำนวน 184 คน วิเคราะห์ข้อมูลโดยใช้โมเดลสมการโครงสร้าง (Structural Equation Modeling: SEM) ผลการวิจัยพบว่า กิจกรรมสันทนาการมีความสัมพันธ์ทางตรงกับความเพลิดเพลินในการเลือกซื้อสินค้า และความถี่ในการซื้อสินค้า และประเทศแหล่งกำเนิดสินค้ามีความสัมพันธ์ทางตรงกับความเพลิดเพลินในการเลือกซื้อสินค้า งานวิจัยยอมรับ 3 สมมติฐาน โดยโมเดลสามารถอธิบายความเพลิดเพลินในการเลือกซื้อสินค้า ได้ร้อยละ 80 และอธิบายความสัมพันธ์กับความถี่ ในการซื้อสินค้าได้ร้อยละ 17

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