Development of creative and innovation abilities and knowledge transfer on the purchase intention of local products consumers in Phatthalung Province: The mediating role of new product development process

Yananda Siraphatthada; Duangkamol Thitivesa; Parichart Rattanabunsakul

doi:10.53730/ijhs.v6nS4.5460

Authors

Yananda Siraphatthada Suan Sunandha Rajabhat University, Thailand
Duangkamol Thitivesa Suan Sunandha Rajabhat University, Thailand
Parichart Rattanabunsakul Suan Sunandha Rajabhat University, Thailand

Keywords:

purchase intention, development creative, innovative abilities, knowledge transfer, new product, development process, Phatthalung Province

Abstract

The prime purpose of the current study entails the assessment of the purchase intention of consumers living the province of Phatthalung Thailand, influenced by new product development process. The study incorporated the development of creative and innovative abilities that predict the new product development process. The knowledge transfer was also assessed that it influences the new product development process, however the mediation role of new product development process between development of creative and innovation ability was evident. The data analysis was conducted through Smart-PLs and results stated that all direct and indirect hypotheses are statistically significant. The study suggests to the firms to ensure the innovative capabilities for development of new and emerging products, the effective utilization of knowledge sharing, knowledge management and specifically knowledge transfer must be measured.

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