Purchase decision making on Facebook among members of universities during the COVID-19 situation
คำสำคัญ:
Purchase decision, University’s Marketplace Facebook Group, social mediaบทคัดย่อ
PURPOSES: To analyse the effects of demographic, maketing mix, and purchasing behavior variables on consumers’ purchase decision. METHODS: A sample survey research of 429 members of Facebook of university. Main analytical techniques included t-test and multiple regression analyses. RESULTS: The sample bought goods on Facebook of universities, the major of which were clothes and textile goods for a few times per week. THEORETICAL/POLICY IMPLICATIONS: The purchase of goods on Facebook is an opportunity for entrepreneurs and consumers to sell or buy goods during the pandemic of COVID-19 and beyond.
เอกสารอ้างอิง
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