Work

Health consciousness technology innovation customer satisfaction customer expectation and purchase behavior of durian chips in Thailand digital age

Year: 2026

Type: article

Abstract: This study examines factors influencing consumers’ purchase behavior of durian chips in Thailand’s digital age. A quantitative research design was employed using a sample of 350 consumers in Chanthaburi province, selected through convenience sampling. Data were collected via a structured questionnaire and analyzed using descriptive statistics, correlation analysis, Confirmatory Factor Analysis (CFA), and Structural Equation Modeling (SEM). The measurement and structural models demonstrated an acceptable fit to the data (χ2/df = 1.607, p = 0.004, AGFI = 0.950, RMSEA = 0.037). The results indicate that customer satisfaction plays a central role in shaping purchase behavior, exerting the strongest direct effect among the studied variables. Health consciousness and customer expectation significantly contribute to customer satisfaction, while their direct effects on purchase behavior are relatively weak. Technology innovation does not show a significant direct influence on purchase behavior and exhibits only a limited relationship with satisfaction, suggesting that technological features may function as baseline conditions rather than active purchase motivators in a mature digital environment.

Source: Cogent Business & Management

DOI: 10.1080/23311975.2026.2653899

Authors: Chusak Chaowarot, Nuttawut Rojniruttikul, Singha Chaveesuk

Institution: King Mongkut's Institute of Technology Ladkrabang

Language: English

Topic: Consumer Behavior and Marketing Influence

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: gold

Estimated APC paid: $1,165

Funder: College of Advanced Manufacturing Innovation, King Mongkut’s Institute of Technology Ladkrabang