Antecedents affecting Customers' Purchase Intention of Agricultural Chemical Products in the Western Regions of Thailand

Abstract

The development of a market economy and the improvement of people's living standards are the most important factors driving customer purchase behavior. However, in the process of selling agricultural products to consumers, there are often sales difficulties caused by consumers' recognition. This article aimed to study the antecedents affecting customers’ purchase intention of agricultural chemical products in the western regions of Thailand. The research design was quantitative. The sample was 500 customers’ purchases of agricultural chemical products in the western regions of Thailand. This study used stratified random sampling and the accidental sampling method. The instrument for collecting data was questionnaires. Analysis data by percentage, means, standard deviation, and the structural equation model analysis. The research results were as follows:(1) Brand experience positively affected perception quality, brand attitude, and purchase intention; (2) perception quality positively affected brand attitude and purchase intention; and (3) brand attitude positively affected purchase intention. The research findings ascertain that entrepreneurs in agricultural chemical products in the western regions of Thailand should focus on enhancing brand experience through perception quality and brand attitude of their agricultural chemical products. The focus should be on enhancing customer expectations and boosting purchase intention through the expertise and quality of agricultural chemical product manufacturing.