Editorial

This issue of the GSB e-Journal emphasizes on the results which are significantly related to the Business Administration in the Asian countries. Firstly, the article “Factors influencing consumers’ hard disk drive purchases in Bangkok, Thailand” highlighted on the demographic, marketing mix and cons...

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Bibliographic Details
Published inAU-GSB E-Journal Vol. 11; no. 1; p. 1
Main Author Dowpiset, Kitikorn
Format Journal Article
LanguageEnglish
Published Bangkok Assumption University Press 01.01.2018
Subjects
Purchase intention
Thailand
Bangkok Thailand
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Summary:This issue of the GSB e-Journal emphasizes on the results which are significantly related to the Business Administration in the Asian countries. Firstly, the article “Factors influencing consumers’ hard disk drive purchases in Bangkok, Thailand” highlighted on the demographic, marketing mix and consumer behavior factors (specifically attitudes toward technology and reference groups). This study employed quantitative research methodology by using a survey questionnaire to collect data from 385 respondents who had purchased or planned to purchase a HDD in Bangkok through either online or offline communication channels and the study identified that product, place, attitude toward technology and reference group showed positive influence over customers’ purchase intention.
ISSN:1906-3296