Product Innovation, Quality Perception, Image, and Consumer Attitudes that Affect Consumer Purchase Intention of Building Materials in Thailand

Capt. Atitap Sankra, Tanapol Kortana, Bundit Pungnirund, Surachet Suchaiya, and Chattip Manmai

ABSTRACT:

This study investigates the antecedents influencing consumer purchase intention within Thailand's highly competitive building materials market. The research proposes and empirically tests a conceptual model that links product innovation, perceived quality, and brand image to purchase intention, with consumer attitude serving as a crucial mediating variable. A quantitative methodology was employed, utilizing a structured questionnaire to survey 300 Thai consumers, encompassing both individual homeowners and professional contractors. The collected data were analyzed using a two-step Structural Equation Modeling (SEM) approach. The findings reveal that product innovation, perceived quality, and image all exert a significant positive influence on both consumer attitude and purchase intention. Furthermore, consumer attitude was found to be a powerful direct predictor of purchase intention and a significant mediator in the model. These results provide a robust framework for understanding consumer decision-making in this sector. The study offers significant theoretical contributions by validating an integrated model in the under-researched context of building materials in an emerging economy. Managerially, the findings suggest that to gain a competitive advantage, firms should move beyond price-based competition and focus on strategic investments in innovation, quality assurance, and brand image to cultivate favorable consumer attitudes, which are the most direct drivers of purchase intention.

KEYWORDS: Product Innovation, Perceived Quality, Brand Image, Consumer Attitude, Purchase Intention, Building Materials, Structural Equation Modeling, Thailand

DOI: 10.62788/Nn433XB

PUBLISHED IN: ICCMETS Conference Proceedings 2024

DATE OF CONFERENCE: October 21 - 22, 2024

CONFERENCE LOCATION: Singapore

PUBLISHER: EDUCATION STUDIO (THAILAND) CO., LTD.

ELECTRONIC ISBN: 978-616-7901-69-5

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