การรับรู้คุณค่าที่ส่งผลต่อทัศนคติในตราสินค้าและความตั้งใจซื้อผลิตภัณฑ์หรูหราในประเทศไทย

Pachoke  Lert-asavapatra; Opal Suwunnamek; Kassamara  Iampatcharawoot; Panida Ninaroon

Authors

Pachoke Lert-asavapatra College of Innovation and Management, Suan Sunandha Rajabhat University
Opal Suwunnamek Faculty of Business Administration, King Mongkut's Institute of Technology Ladkrabang
Kassamara Iampatcharawoot International Islamic College Bangkok, Krirk University
Panida Ninaroon College of Innovation and Management, Suan Sunandha Rajabhat University

Keywords:

Perceived Value, Brand Attitude, Purchase Intention, Luxury Goods

Abstract

The objective of this research was to examine the impact of perceived value on brand attitude and luxury goods purchase intention among consumers in Thailand, with brand attitude serving as a mediating variable. This study employed a quantitative research design, collecting data from 400 respondents who had experience purchasing luxury products. A structured questionnaire was utilized, which was validated for content validity and statistical reliability. Data were analyzed using Structural Equation Modeling (SEM).

The results revealed that perceived value exerted a direct and statistically significant influence on both brand attitude and luxury goods purchase intention. Moreover, perceived value indirectly affected purchase intention through brand attitude. The developed model explained up to 45% of the variance in purchase intention. The findings highlight the importance of consumer psychological factors, particularly emotional and social value perceptions, in shaping brand attitude and purchase behavior toward luxury goods in Thailand. Therefore, businesses should emphasize enhancing perceived value and cultivating positive brand attitudes in order to gain a strategic advantage in the luxury goods market, which continues to show growth potential even amid economic uncertainty.

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