Ethical Business Models Influencing Online Purchasing Behavior and Future Service Trends among Consumers in Dusit District, Bangkok
Keywords:
Ethics Business, Online Products, e-commerce, Future Service Usage IntentionsAbstract
The purposes of this research are: (1) to study ethical business models, including personnel, processes, products, and technology, that influence online purchasing behavior; and (2) to investigate future service trends among consumers in Dusit District, Bangkok. The sample consisted of consumers residing in Dusit District, Bangkok. Data were collected using questionnaires and analyzed using frequency, percentage, mean, standard deviation, multiple regression analysis, and Pearson simple correlation coefficient.
The research results, based on a simple random sample of 400 people, revealed that the majority of consumers were female, aged 20-29 years, single, held a bachelor's degree, worked as private-sector employees, and had a monthly income between 15,001 and 20,000 baht. The overall business model, as well as the product and process dimensions, significantly influenced online purchasing behavior in terms of expenditure per transaction with statistical significance at the .01 level. Furthermore, the overall business model and its individual dimensions, namely technology and product dimensions, significantly influenced online purchasing behavior in terms of purchase frequency (times/month) with statistical significance at the .01 level. In addition, online purchasing behavior, specifically expenditure per transaction and purchase frequency (times/month), was significantly associated with future service usage trends, future purchasing intentions, and recommendation or word-of-mouth behavior with statistical significance at the .01 level.
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ข้อความ ข้อคิดเห็น ข้อมูล เนื้อหา รูปภาพ แผนภูมิ แผนผัง เป็นต้น ที่ปรากฏและแสดงในบทความต่างๆ ในวารสารบริหารธุรกิจเทคโนโลยีมหานคร ถือเป็นความรับผิดชอบโดยตรงของผู้เขียนบทความนั้นๆ มิใช่เป็นความรับผิดชอบใดๆ ของวารสารบริหารธุรกิจเทคโนโลยีมหานคร และมหาวิทยาลัยเทคโนโลยีมหานคร
บทความที่ตีพิมพ์ในวารสารบริหารธุรกิจเทคโนโลยีมหานคร ถือเป็นลิขสิทธิ์เฉพาะของคณะบริหารธุรกิจ มหาวิทยาลัยเทคโนโลยีมหานคร หากบุคคลหรือหน่วยงานใดต้องการนำทั้งหมดหรือส่วนใดส่วนหนึ่งไปเผยแพร่ต่อหรือเพื่อกระทำการใดๆ จะต้องได้รับการอนุญาตเป็นลายลักษณ์อักษรจากคณะบริหารธุรกิจ มหาวิทยาลัยเทคโนโลยีมหานครก่อนเท่านั้น
