Correlation Between Risk Perception and Marketing Mix With Purchase Intention of Japanese Brand Used Car


  • Theeramet Seetamanotch Faculty of Business Administration, Thai-Nichi Institute of Technology
  • Surasit Udomthanavong Faculty of Business Administration, Thai-Nichi Institute of Technology


risk perception, marketing mix, purchase intention, Japanese brand used car


This study aims to investigate the consumer behavior and purchasing decisions of Japanese used cars, specifically examining the relationship between risk perception, marketing mix, and purchase intention. Four factors of risk perception - functional, physical, financial, and social - are identified, and the study also examines the impact of four marketing mix factors - product, price, place, and promotion. A survey research design was employed, with a sample of 420 ordinary people completing a questionnaire for data collection. Descriptive statistics, including means, standard deviations, and Pearson product-moment correlations, were utilized to analyze the data. The results indicate that all factors such as Funtional risk, Physical risk, Financial risk and Social risk of are positively correlated with purchase intention. Specifically, social risk has the strongest correlation degree (r=0.380), followed by financial risk (r=0.289). Additionally, all factors of the marketing mix are positively correlated with purchase intention, with price having the highest correlation degree (r=0.315), followed by product (r=0.296). These findings suggest that consumers' perceptions of risk and marketing mix factors significantly influence their purchase intention of used cars.






บทความวิจัย (Research article)