Influences of Popular Culture and References Group toward Purchase Intention Surf Skates in Bangkok
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Abstract
The objectives of this research were to (1) study the purchasing behavior of surf skating products of consumers in the district Bangkok and (2) study the influence of popular culture and referrals who pass on the brand image and the purchase of surf skating by consumers in Bangkok. This study was quantitative research that used questionnaire for collecting data. The samples were 363 participants of consumers aged 18 years and over and used to surf skating in Bangkok by the multi-stage sampling survey data. Structural equation model (SEM) was analyzed using Smart PLS program. Clearly, the study found that 363 respondents. Most of them were males with single status, aged 21-30 years, are employees of a private company have monthly income 10,001-20,000 baht, most educational levels are at the bachelor's degree level. In terms of behavior in purchasing surf skating, most of them bought it for 3,001-5,000 baht by purchasing a surf skating from the store and bring it to play with the surf skating group. The family was influential in the decision to purchase surf skating. From the structural equation, it was found that popular culture has a positive influence on brand awareness. References group have a positive influence on brand awareness and surf skating purchasing decisions. Product awareness has a positive influence on surf skating purchasing decisions. There was a statistically significant level of 0.01, but popular culture had no influence on surf skating purchasing decisions.
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