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    PSYCHOLOGICAL CHARACTERISTICS AND SITUATIONAL FACTORS AS CORRELATES OF BUYING BEHAVIOR BASED ON BLOOM'S TAXONOMY IN UNDERGRADUATE STUDENTS 

    Ghritphisitt Tangchitprattanar; Duchduen Bhanthumnavin (NIDA, 6/10/19)

    This research was a correlational-comparative study. Its objectives were 1) to identify important predictors and predictive percentage of psychological traits and situational factors related to buying behavior based on Bloom’s Taxonomy and 2) to study direct and indirect influences of situational factors and psychological traits on buying behavior based on Bloom’s Taxonomy using Interactionism Model as the research framework. This research used a multi-stage sampling method.The samples were 622 undergraduate students, 151 of whom were male (24.30%), ...