อิทธิพลของการรับรู้ความแท้จริงของตราสินค้าที่มีต่อความตั้งใจใช้ตราสินค้าและความเต็มใจจ่ายในราคาพิเศษ: กรณีศึกษา อาหารเวียดนาม ตรา “วีทีแหนมเนือง"
คำสำคัญ:
การมีส่วนร่วมกับตราสินค้าของผู้บริโภค, การรับรู้ความแท้จริงของตราสินค้า, ความตั้งใจใช้ตราสินค้า, ความเต็มจ่ายในราคาพิเศษ, อาหารเวียดนามบทคัดย่อ
บทความวิจัยนี้มีวัตถุประสงค์เพื่อ 1) เพื่อศึกษาอิทธิพลของการรับรู้ความแท้จริงในตราสินค้าที่มีต่อการมีส่วนร่วมกับตราสินค้าของผู้บริโภค 2) เพื่อศึกษาอิทธิพลของการมีส่วนร่วมในตราสินค้าของผู้บริโภคที่มีต่อความตั้งใจใช้ตราสินค้าและความเต็มใจจ่ายในราคาพิเศษ งานวิจัยครั้งนี้ใช้ระเบียบวิธีวิจัยเชิงปริมาณ กลุ่มตัวอย่าง ได้แก่ ผู้บริโภคที่รู้จักและสนใจซื้อสินค้าตรา วีทีแหนมเนือง ที่อาศัยอยู่ในจังหวัดอุดรธานี จำนวน 400 คน สุ่มตัวอย่างแบบหลายขั้นตอน เครื่องมือที่ใช้ในการวิจัย คือ แบบสอบถามมีลักษณะแบบมาตรวัดประมาณค่า 5 ระดับ วิเคราะห์ข้อมูลโดยสถิติเชิงอนุมานด้วยตัวแบบจำลองสมการโครงสร้าง ผลการวิจัยมีดังนี้ 1) สัญลักษณ์นิยมมีอิทธิพลเชิงบวกต่อการมีส่วนร่วมกับตราสินค้าของผู้บริโภค 2) การมีส่วนร่วมกับตราสินค้ามีอิทธิพลเชิงบวกต่อความตั้งใจใช้ตราสินค้า และ 3) การมีส่วนร่วมกับตราสินค้ามีอิทธิพลเชิงบวกต่อความเต็มใจจ่ายในราคาพิเศษ
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ข้อความ ข้อคิดเห็น ข้อมูล เนื้อหา รูปภาพ แผนภูมิ แผนผัง เป็นต้น ที่ปรากฏและแสดงในบทความต่างๆ ในวารสารบริหารธุรกิจเทคโนโลยีมหานคร ถือเป็นความรับผิดชอบโดยตรงของผู้เขียนบทความนั้นๆ มิใช่เป็นความรับผิดชอบใดๆ ของวารสารบริหารธุรกิจเทคโนโลยีมหานคร และมหาวิทยาลัยเทคโนโลยีมหานคร
บทความที่ตีพิมพ์ในวารสารบริหารธุรกิจเทคโนโลยีมหานคร ถือเป็นลิขสิทธิ์เฉพาะของคณะบริหารธุรกิจ มหาวิทยาลัยเทคโนโลยีมหานคร หากบุคคลหรือหน่วยงานใดต้องการนำทั้งหมดหรือส่วนใดส่วนหนึ่งไปเผยแพร่ต่อหรือเพื่อกระทำการใดๆ จะต้องได้รับการอนุญาตเป็นลายลักษณ์อักษรจากคณะบริหารธุรกิจ มหาวิทยาลัยเทคโนโลยีมหานครก่อนเท่านั้น
