Factors Influencing the Purchase of Local Souvenirs for Community Empowerment and Self-Management: A Case Study of Kanom Kalaema Luang Porn in Nakhon Pathom Province
Keywords:
Consumer Behavior, Local Products, Value Perception, Community Self-Management, Nakhon Pathom ProvinceAbstract
This research aims to 1) study the personal, product-related, and sociocultural factors influencing the purchase of Kanom Kalaema Luang Porn; 2) examine consumer value perception and attitudes toward the product; and 3) analyze how the product contributes to local community empowerment and self-management. This research is conducted as a mixed-methods study (Mixed Methods), integrating both quantitative and qualitative approaches. The research instruments consist of questionnaires for the quantitative phase and in-depth interviews for the qualitative phase. The quantitative sample group includes 400 Thai tourists, determined using the Taro Yamane formula at a 0.05 error level through accidental sampling. Data from the questionnaires were analyzed using descriptive statistics (percentage, mean, and standard deviation) and compared using t-tests and F-tests. The qualitative sample group includes the producer and community representatives, and the interview data were analyzed by content analysis.The results of the research found that. 1) Personal factors gender, age, and income significantly influenced the likelihood of purchasing Kanom Kalaema Luang Porn, showing statistical significance at the 0.05 level. 2)Product attributes, including taste, quality, packaging, and local uniqueness, had a positive effect on consumers’ value perception and attitudes, thereby increasing purchase intention. 3) Sociocultural factors, such as social media influence, awareness of local identity, and recognition of the product’s cultural symbolism, strongly predicted purchase behavior and reflected the produ ct’s role in supporting sustainable community self-management.
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