Paper Title
Factors Relate to Continuance use Intention of Consumers: A Qualitative Study of the Big-Bike Market in Thailand

Abstract
The continuance use intention of consumers indicates the efficiency of the brand and the purchase intention of customers that increase direct income to the company. The continuance use intention factor is essential for income generation and development of the big-bike market. The research aims to study factors relate to the continuance use intention of consumers for the big-bike market in Thailand. And then the study results will be helpful for the study of unlocking growth in the domestic market via identifying values to help brands understand the relationship between their customer and brand, which can lift the overview big-bike in Thailand in the future. The study results are brought to the development of new factors relate to the continuance use intention of consumers for the big-bike market in Thailand. As a summary of this study, the factors relate to the continuance use intention of consumers for the big-bike market in Thailand are four customer value factors, namely, experience value, selfcongruence, risk perception, and customer satisfaction. In addition, the factors relate to the continuance use intention of consumers for the big-bike market in Thailand also include four product value factors, namely, product design, risk perception, product quality, and product-monetary influence. Keywords - Continuance use intention, Customer value, Product value.