Factors Influencing Online Shopping Decisions in the New Normal Era among Consumers in Phra Nakhon Si Ayutthaya Province

Abstract

          The objectives of this research were (1) to study the opinions towards factors influencing online shopping decisions in the new normal era of consumers in Phra Nakhon Si Ayutthaya province, (2) to study the relationship between online shopping decisions in the new normal era of consumers in Phra Nakhon Si Ayutthaya province and their personal data, (3) to analyze factors influencing online shopping decisions in the new normal era of consumers in Phra Nakhon Si Ayutthaya province. This study was quantitative research. A questionnaire was used as a research instrument for data collection. The sample was 400 people in Phra Nakhon Si Ayutthaya province, obtained using non-probability sampling through a convenience sampling. Data were analyzed using statistics to determine frequency, percentage, mean, standard deviation, T-test, One Way ANOVA  and a multiple regression analysis. The results of this study indicated that factors influencing online shopping decisions included Product, Price, Place, Promotion, People, Process, and Physical Evidence at a high level. The respondents with different gender, occupation, education level, income, marital status had indifferent online shopping decisions. In contrast, the respondents with different age had different online shopping decisions. Product, Price, Place, Promotion, and Process influenced online shopping decisions. However, People and Physical Evidence did not influence online shopping decisions.