Comparisons of Perception of Identity for Thai Craft Souvenirs: A Cross-Cultural Study between Thai and Malaysian Customers

By Sarath Simsiri and Chumporn Moorapun.

Published by The International Journal of Designed Objects

Format Price
Article: Print $US10.00
Published Online September 10, 2015 $US5.00

The aim of this study is to examine the perception of Thai craft souvenirs and how that perception affects the buying intention of the Thai and Malaysian consumers. The identity of the souvenirs is defined in terms of 13 design factors. A questionnaire with 7-point semantic differential scale is used together with illustrations of Thai craft souvenirs to elicit responses from 194 Thai and Malaysian subjects. A t-test is applied to compare the perceptions of Thai and Malaysian consumers for the 13 design factors. The research shows that the Malaysian customers are more likely to have a better perception of modern usage products than the Thais. A regression analysis shows that 5 design factors that strongly affect the consumers’ purchasing intention are: uniqueness, high-quality craft, functionality, collectible value, and attractiveness.

Keywords: Craft, Cross Cultural, Consumer Perception, Souvenir

The International Journal of Designed Objects, Volume 9, Issue 3, September, 2015, pp.19-32. Article: Print (Spiral Bound). Published Online September 10, 2015 (Article: Electronic (PDF File; 1.339MB)).

Sarath Simsiri

Ph.D Candidate, Faculty of Architecture, King Mongkut's Institute of Technology Ladkrabang, Ladkrabang, Bangkok, Thailand

Dr. Chumporn Moorapun

Lecturer, Faculty of Architecture, King Mongkut's Institute of Technology Ladkrabang, Ladkrabang, Bangkok, Thailand