FACTORS AFFECTING THE PURCHASE INTENTION OF THAI STREET FOOD AMONG CHINESE PEOPLE.

Abstract

This study investigates the impact of the 4P marketing mix and social media marketing on Chinese consumers' purchase intentions regarding Thai street food. Utilizing data collected from 400 respondents, the study employs statistical methods including reliability analysis, ANOVA, t-tests, and regression analysis to test the proposed hypotheses. The findings indicate that the 4P marketing mix exerts a significant positive influence on purchase intention, with Promotion and Place emerging as the most influential factors. Furthermore, electronic word-of-mouth within social media marketing demonstrates a significant positive effect, whereas interactive marketing media platforms do not show a statistically significant impact. This research contributes to the marketing literature by highlighting the role of marketing strategies in influencing consumer behavior and offers practical implications for street food vendors aiming to formulate effective marketing strategies in a competitive global tourism context. Future studies are encouraged to examine other cultural settings, adopt longitudinal research designs, and incorporate qualitative methodologies to enhance the depth of understanding.

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