Effects of Impulse Buying Behavior as a Mediated Factor between Technology Acceptance and Purchase Intention of Citizens in Bangkapi District Areas, Bangkok

Abstract

The purposes of this study were to investigate the impulse buying behavior as a mediated factor between perceived ease of use and perceived usefulness toward online purchase intention of citizens in Bangkapi district areas, Bangkok. Samples in this study were 340 citizens in Bangkapi district areas, Bangkok who purchase online products, using non-probability sampling method, but purposive sampling method instead. The Index of Item Objective Congruence rate was at 1.00 and Cronbach’s reliability coefficient alpha rate was between 0.815 and 0.895. Questionnaire was used as a research instrument in this study, which was statistically analyzed by using percentage, means, standard deviation (S.D.), and the structural equation modelling of ADANCO program. The research findings revealed that the results of a mediated effect analysis showed that impulse buying behavior as a mediated factor between perceived ease of use and online purchase intention which had the coefficient scale of Booth LLCI was at 0.253; whereas the coefficient scale of Booth ULCI was at 0.402. and; a mediated effect analysis showed that impulse buying behavior as a mediated factor between Perceived Usefulness and online purchase intention which had the coefficient scale of Booth LLCI was at 0.251; whereas the coefficient scale of Booth ULCI was at 0.399.