The Effect of Japanese-Style Advertising on Purchase Intention through Advertising Attitude and Consumer Perception

Abstract

The research aims to determine the effect of Japanese-style advertising on purchase intention through advertising attitude and consumer perception in Bangkok, Thailand. This research used survey questionnaire to collect data from  443 respondents who are of Thai nationality and live in Bangkok and have watched at least  three samples of Japanese-style advertising for Thai products.  Descriptive and inferential statistics were used to analyze the data.  The main finding supports that Japanese-style advertising influences advertising attitude and consumer perception; and advertising and consumer perceptions influence purchase intention.