THE PURCHASE INTENTION MODEL TO HYDROGEN BEVERAGE OF CUSTOMERS IN BANGKOK METROPOLIS
Although Hydrogen beverage are approved by the U.S. Food and drug administration, they are not often consumed in Thailand, Therefore, the purchase intention of consumers is essential to the expansion of hydrogen beverage business. The research objectives were: 1) to study the level of perceptions of quality, trust, perceptions of risk and perceptions of value that affects the purchase intention of hydrogen beverage; 2) to study the influence of perceptions of quality, trust, perceptions of risk and perceptions of value that affects the purchase intention of hydrogen beverage; and 3) to model of consumers' purchase intentions of hydrogen beverage in Bangkok. This research used mixed research method which is quantitative research and qualitative research. In the quantitative research, sample consisted of 300 people aged 20-60 years living in Bangkok, obtained by stratified sampling. The research instrument was a questionnaire. Data were analyzed using a structural equation model. In qualitative research, In-depth interviews were used with 16 key informants, such as 1) government and private executives who involved in the beverage industry/health drink, total 8 people, and 2) eight people who consumed healthy beverages. The results of the research showed that 1) perceptions of quality, trust, perceptions of risk, the perceptions of value, and purchase intention of hydrogen beverages were all at a high level; 2) perceptions of risks, perceptions of value, trust, and perceptions of quality were directly influenced to the purchase intention of hydrogen beverage in Bangkok significantly at the p<.0, respectively; and 3) consumers' purchasing intentions of hydrogen beverages model of the consumers in Bangkok are as follows: (1) perception of information on the quality of Hydrogen beverages, in particular, are safe for their health, (2) brand trust with consumer communicated that hydrogen beverage do not pose a health risk; (3) consumer’s expectations for their health and benefits they receive from the hydrogen beverage; (4) searching for more hydrogen beverage information; and (5) comparing the price of the hydrogen beverage that consumers must spend to support a purchasing decision. Therefore, those involved in the hydrogen beverage business should consistently communicate information about the brand, certified standards as well as the quality of hydrogen beverages to consumers and through a number of channels in order to foster consumer trust and lead to future purchases of hydrogen beverage.
Purchase Intention/ Hydrogen Beverage/ Perception/Trust