Main Article Content
The objective of this study was to understand and identify the factors affecting customer’s purchase intention toward a new Hard Disk Drive (HDD) in Bangkok. The main factors that were studied were the demographic, marketing mix and consumer behavior factors (specifically attitudes toward technology and reference groups). This study employed quantitative research methodology by using a survey questionnaire to collect data from 385 respondents who had purchased or planned to purchase a HDD in Bangkok through either online or offline communication channels. The descriptive and inferential analyses for this study entailed frequency, percentage, mean, standard deviation, t-test, ANOVA and Linear Regression. The study found that the following four factors showed significant positive influences on customers’ purchase intention toward HDDs in Bangkok: (1.) product, (2.) place, (3.) attitudes toward technology, and (4.) references group. Conversely, other marketing mix and demographic factors had no influences on the respondents’ purchase intentions.