Factors influencing consumer purchase decisions for art toys in the secondary market
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Abstract
This research investigated the factors influencing purchasing decisions for art toys in the secondary market and aimed to provide business recommendations for entrepreneurs operating in this sector. A quantitative research methodology was employed, collecting data via questionnaires from 401 respondents who had made at least one art toy purchase in the secondary market. Data analysis utilized descriptive statistics (frequency and percentage) and inferential statistics, specifically multiple regression analysis.
The study revealed that most respondents were female, belonged to Generation Y (29–44 years old) and Generation Z (13–28 years old), worked as private company employees, and had monthly incomes ranging from 15,001–30,000 baht. Three factors positively and significantly influenced purchasing decisions: art toy-specific characteristics, price, and perceived value. Conversely, distribution channels and sales promotion factors did not significantly affect purchasing decisions. Collectively, the five independent variables explained 47.6% of the variance in secondary market art toy purchasing decisions. Based on these findings, it is recommended that entrepreneurs in the secondary art toy market prioritize rare products, provide comprehensive item details, and establish reasonable resale prices.
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