Factors Affecting the Purchase Intention of Luxury Products: A Study of Chinese Tourists in Thailand

Objective - This research is to study the purchase intention of Chinese tourists in Bangkok on the luxury perspective. So that the luxury manufacturers can realign their strategies to meet this geographical marketing shift, and their service offering to the buying behaviors of the consumer. Methods - In this research, quantitative method is applied. The Pearson Correlation Coefficient is used to evaluate the relationship between independent variables and purchase intention. Results - the price difference factors between Thailand and China were the most significant variables that influence the Chinese tourists to purchase luxury goods in Thailand. Conclusion - the luxury purchase intention of Chinese tourists in Thailand is influenced by social value, functional value, personal value and tourism perceptions.