อิทธิพลของบุคลิกภาพของตราสินค้าอาหารเพื่อสุขภาพต่อการตั้งใจซื้อของผู้บริโภคในเขตกรุงเทพมหานคร

Abstract

PURPOSES:  To study the brand personality characteristics of health food and their influence on consumers’ intention to buy. METHODS: The study was a sample survey of 400 respondents selected by purposive sampling technique, and collecting data by using questionnaires. Confirmative Factor Analysis (CFA) and Structural Equation Modeling (SEM) were employed for analytical purposes. RESULTS: Personality attributes of health food brands influenced purchase intention of the consumers in Bangkok for 56.7%. The research also found that the top 3 influencing variables were ability trait, excitement trait, and strength trait respectively. CONCLUSIONS:  Consumers' purchase intention was influenced by personality attributes of goods and services. The research results are useful for policy formulation for manufacturers, distributors and entrepreneurs for business planning, and marketing strategies, in health food business.