Supakchaya Nuanchaona | Unitar International University (original) (raw)
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Papers by Supakchaya Nuanchaona
Issues in Economics and Business, 2019
The main objective of this study is to inspect such factors that affect the purchase intention of... more The main objective of this study is to inspect such factors that affect the purchase intention of consumer towards imported Japanese cars and to analyze generally prevailed perception about relative advantage of imported Japanese cars on locally assembled cars. Reliability is used in a sense of trustworthiness as it is the quality of being trustworthy or of performing consistently well. This research emphasizes the impact of four independent variables derived mainly from literature including brand awareness, brand association, perceived quality, and brand loyalty. The consumer’s purchase intention toward Japanese car in Pakistan is the dependent variable. This study used a questionnaire-based survey and respondents were evaluated on 5 points Likert scale ranging from 1-strongly disagree to 5-strongly agree. Total 165 questionnaires were distributed out of which 150 questionnaires were used. Further in this research convenience based sampling (non-probability) technique was used. Res...
Social Science Research Network, Nov 21, 2021
The main objective of this study is to inspect such factors that affect the purchase intention of... more The main objective of this study is to inspect such factors that affect the purchase intention of consumer towards imported Japanese cars and to analyze generally prevailed perception about relative advantage of imported Japanese cars on locally assembled cars. Reliability is used in a sense of trustworthiness as it is the quality of being trustworthy or of performing consistently well. This research emphasizes the impact of four independent variables derived mainly from literature including brand awareness, brand association, perceived quality, and brand loyalty. The consumer's purchase intention toward Japanese car in Pakistan is the dependent variable. This study used a questionnaire-based survey and respondents were evaluated on 5 points Likert scale ranging from 1-strongly disagree to 5-strongly agree. Total 165 questionnaires were distributed out of which 150 questionnaires were used. Further in this research convenience based sampling (non-probability) technique was used. Respondents from different age groups and gender revealed more or less similar behavior towards said factors and data collected from respondents reflects that all mentioned factors influence consumer purchase intention.
International Journal of Business, Marketing and Communication, 2021
This study examines the factors influencing consumer's purchase intention of chatbot commerce in ... more This study examines the factors influencing consumer's purchase intention of chatbot commerce in Thailand. The elements of chatbot include the anthropomorphism factor, social presence factor, and perceived enjoyment factor, whereas the outcome variable is purchase intention. This study employed a quantitative approach to gathering data for statistical analysis through stratified random sampling in a total of 388 completed questionnaires were for data analysis. The conceptual framework was examined with the multiple regression analysis (MRA). Findings reveal that the anthropomorphism factor and the perceived enjoyment factor are significant predictors of purchase intention. But social preference factor is not. In future research, comprehensive coverage of chatbot commerce in several online shopping categories is recommended to obtain an extensive result.
Issues in Economics and Business, 2019
The main objective of this study is to inspect such factors that affect the purchase intention of... more The main objective of this study is to inspect such factors that affect the purchase intention of consumer towards imported Japanese cars and to analyze generally prevailed perception about relative advantage of imported Japanese cars on locally assembled cars. Reliability is used in a sense of trustworthiness as it is the quality of being trustworthy or of performing consistently well. This research emphasizes the impact of four independent variables derived mainly from literature including brand awareness, brand association, perceived quality, and brand loyalty. The consumer’s purchase intention toward Japanese car in Pakistan is the dependent variable. This study used a questionnaire-based survey and respondents were evaluated on 5 points Likert scale ranging from 1-strongly disagree to 5-strongly agree. Total 165 questionnaires were distributed out of which 150 questionnaires were used. Further in this research convenience based sampling (non-probability) technique was used. Res...
Social Science Research Network, Nov 21, 2021
The main objective of this study is to inspect such factors that affect the purchase intention of... more The main objective of this study is to inspect such factors that affect the purchase intention of consumer towards imported Japanese cars and to analyze generally prevailed perception about relative advantage of imported Japanese cars on locally assembled cars. Reliability is used in a sense of trustworthiness as it is the quality of being trustworthy or of performing consistently well. This research emphasizes the impact of four independent variables derived mainly from literature including brand awareness, brand association, perceived quality, and brand loyalty. The consumer's purchase intention toward Japanese car in Pakistan is the dependent variable. This study used a questionnaire-based survey and respondents were evaluated on 5 points Likert scale ranging from 1-strongly disagree to 5-strongly agree. Total 165 questionnaires were distributed out of which 150 questionnaires were used. Further in this research convenience based sampling (non-probability) technique was used. Respondents from different age groups and gender revealed more or less similar behavior towards said factors and data collected from respondents reflects that all mentioned factors influence consumer purchase intention.
International Journal of Business, Marketing and Communication, 2021
This study examines the factors influencing consumer's purchase intention of chatbot commerce in ... more This study examines the factors influencing consumer's purchase intention of chatbot commerce in Thailand. The elements of chatbot include the anthropomorphism factor, social presence factor, and perceived enjoyment factor, whereas the outcome variable is purchase intention. This study employed a quantitative approach to gathering data for statistical analysis through stratified random sampling in a total of 388 completed questionnaires were for data analysis. The conceptual framework was examined with the multiple regression analysis (MRA). Findings reveal that the anthropomorphism factor and the perceived enjoyment factor are significant predictors of purchase intention. But social preference factor is not. In future research, comprehensive coverage of chatbot commerce in several online shopping categories is recommended to obtain an extensive result.