FACTORS INFLUENCING CHINESE RESIDENTS' PURCHASE DECISIONS FOR PROPERTIES IN THAILAND

Abstract

The study's objective is to explore the factors that affect Chinese residents' decision to buy properties in Thailand. The study collected 424 valid samples through a questionnaire. It used descriptive statistics (frequency and mean) and inferential statistics (Independent t-test, One-Way ANOVA, and Multiple Linear Regression Analyses) for data analysis. The results show that education level and marital status in the demographic data, as well as 10 key subfactors derived from Environmental Factor, Financial Factor, Governmental Factor, Subjective Norm Factor, and Physical Design Factor (Location, Financial Subfactor,
Property Developer, Living Space, Family Influence, Infrastructure Facilities, Environment, Security, Dwelling Features and Legal subfactor), have statistically significant effects. Among the 10 key subfactors, four subfactors, Location, Financial subfactor, Property developer, and Living space, have substantial effects,
while the remaining six have moderate effects. The results of this study can serve as a reference for Thai real estate professionals to help them develop relevant strategies and marketing strategies for Chinese residents when buying properties in Thailand.