Impact of COVID-19 on Consumer Buying Behavior Toward Online Shopping In Yala Rajabhat University Area
Keywords:
Consumer Behavior, Covid-19 SituationAbstract
The research of this objective is to predict factors influencing consumer behavior toward online shopping during the Covid-19 situation in Yala Rajabhat University area. The population and sample used in this research of 200 students from Yala Rajabhat University were obtained by purposive sampling. That is to say, 50 students from Faculty of Management , 50 students from Faculty of Humanities and Social Sciences , 50 students from Faculty of Agricultural Science and Technology and 50 students from Faculty of Education. Data was analysist with software packages. The research instruments were questionnaires. The statistics used in data analysis was multiple regression analysis. The research results are as follows: Factors influencing consumer behavior in online shopping during the Covid-19 situation in the Yala Rajabhat University were cheap online shopping, shopping through Instagram, emphasis on product quality, bargaining for products like buying products in a regular store and marketing promotion. There is a R square coefficient of 70.10%, 29.90% is unexplained. There are other variables influencing consumer behavior in online shopping during the COVID 19 situation in the Yala Rajabhat University area.
Keywords : Consumer Behavior, Covid-19 Situation
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