อิทธิพลของการรับรู้ลักษณะเด่นของร้านอาหารเฮือนสุนทรี เวชานนท์ต่อความตั้งใจซื้อของผู้บริโภค

Abstract

The Independent research aims to study the dominant characteristics which effect on purchase intention and study the Influence of perception of Huan Soontaree Vechanont Restaurant on purchase intention. The samples are 300 consumers of Huan Soontaree Vechanont Restaurant. There were collected by online and offline questionnaire with convenience sampling method. The statistics used for data analysis consist of frequency, percentage, mean, standard deviation factor analysis and multiple linear regression. The finding showed that Mostly respondents were female who was 41-50 years old, they were a business owner and having an average monthly income between 25,001-35,000 Baht. Most of respondents decided restaurant choosing by themselves. The factor analysis found that the respondents were able to perceive 8 dominant characteristics include with 1) characteristics of good quality and customer services 2) characteristics of convenience and Lanna’s scenery 3) characteristics of taste and quality of Lanna food 4) characteristics of good service processing 5) characteristics of good relationship with consumers 6) characteristics of healthy Lanna food 7) characteristics of suitable price and 8) characteristics of access to services. However, there are just 5 dominant characteristics consist of 1) dominant characteristics of taste and quality of Lanna food 2) dominant characteristics of good quality and customer services 3) dominant characteristics of good service processing 4) dominant characteristics of convenience and Lanna’s scenery and 5) dominant characteristics of suitable price effect on intention to use among consumers with the statistical significance at the level of 0.05 respectively.