Main Article Content
purchasing behavior, trend to buy in the future, motivation, value, brand personality, attitude toward product, Thai silk, Northeastern region
This research aims to study the relationship between independent variables (value, motivation, brand personality, attitude toward product and demographic factor) and dependent variables (purchasing behavior and trend to buy in the future) of Thai silk industry in Northeastern region, Thailand. Quantitative analysis is allowed in this study. This research includes 400 customers who buy Thai silk in two provinces (Roi-Et and Khon-Khen) in the Northeastern region in Thailand. Multiple regression analysis was employed in this study. The result shows that motivation and value are strong influenced on purchasing behavior and trend to buy product in both provinces. However, brand personality and attitude toward product are partially supported our expectations.