Motivations and Marketing Mix Factors Affecting Foreign Consumers’ Purchase Intentions for Luosifen Instant Noodles in Guangxi, China

Xianhuan Luo; Lalita Puangmaha

doi:10.63944/klf01.JFEMR

Motivations and Marketing Mix Factors Affecting Foreign Consumers’ Purchase Intentions for Luosifen Instant Noodles in Guangxi, China

Xianhuan Luo (作者)

M.B.A. Student, Dhonburi Rajabhat University

Lalita Puangmaha (通讯作者)

Faculty of Management Science, Dhonburi Rajabhat University

DOI：https://doi.org/10.63944/klf01.JFEMR

关键词：

Luosifen instant noodles, foreign consumers, purchase intention, motivationalfactors, marketing mix

已出版

2026-08-31

摘要: The research objectives were 1) to examine the motivational factors influencing foreign consumers’ purchase intention toward Luosifen instant noodles in Guangxi, China, and 2) to examine the marketing mix factors influencing foreign consumers’ purchase intention toward Luosifen instant noodles in Guangxi, China. The sample were 300 foreign consumers aged between 18 and 35 who had purchased and consumed Luosifen instant noodles, selected through purposive sampling. The instrument used was a structured questionnaire with acceptable validity and reliability. The data were analyzed using descriptive statistics, correlation analysis, and multiple regression analysis. The findings revealed that 1) motivational factors had a significant positive effect on foreign consumers’ purchase intention toward Luosifen instant noodles in Guangxi, China (p < 0.001), and 2) marketing mix factors also had a significant positive effect on foreign consumers’ purchase intention toward Luosifen instant noodles in Guangxi, China (p < 0.001), with marketing mix factors having a slightly stronger influence (β= 0.391) than motivational factors (β= 0.362). In addition, the overall regression model explained 65.6% of the variance in purchase intention R² = 0.659; Adjusted R² = 0.656).

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Motivations and Marketing Mix Factors Affecting Foreign Consumers’ Purchase Intentions for Luosifen Instant Noodles in Guangxi, China

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