The important factors influencing the purchasing decision of products via Online Application for consumer in Bangkok

Abstract

The purposes of this research were: 1) to study the purchasing behavior of products via online application of consumers in Bangkok, 2) to study the important factors influencing the purchasing decision of products via online application of consumers in Bangkok. The factors in the study consisted of demographic factors, marketing mix factors and technology acceptance factors. The samples were 400 residents in Bangkok. The data collection used questionnaire The descriptive statistics, t-test, One-way ANOA, LSD., and Multiple Regression Analysis were used for data analysis. The results indicated that consumers in Bangkok used applications before bedtime most frequently. The average frequency of online shopping per month was 1-2 times.  The most frequently used platform of purchasing online application was  Lazada. The average spending per order was 300-500 Baht. The products and services purchased most online applications were clothing and costume. The marketing mix factors affecting consumers' online shopping behavior in Bangkok were product, price, place and promotion. For the technological acceptance factors that affected online shopping behavior with statistical significance level at .05 were security and reliability.