Factors Affecting the Decision to Shop online through the Application During the COVID -19 Crisis of Burapha University students Sakaeo Campus

Abstract

The purpose of this research was to study the subject. Factors influencing the purchasing decisions online products by application during the COVID-19 Crisis of student’s Burapha University, Sakaeo Campus. The population and samples were student’s Burapha Universit, Sakaeo Campus, total 400 students. A questionnaire was adopted to collect data and were frequency distribution, percentage, mean and standard deviation test hypothesis. By the statistics used in the simple regression analysis and multiple linear regression analysis. The finding of research showed that the marketing mix factor and the technology adoption factor student’s Burapha University Sakaeo Campus, overall level was very high. Sorted by average as follows: technology acceptance marketing promotion, price, product, and distribution channel. As for the decision to buy products online by the application during the COVID-19 Crisis of student’s Burapha University Sakaeo Campus was very high level. Sorted by average as follows: First in research was information search followed by evaluation of alternatives, purchase decision, postpurchase process and the perception of problems or necessities were very high level in all. The hypothesis test results the marketing mix factor and the technology adoption factor influence the purchasing decisions online products by application during the COVID-19 Crisis of student’s Burapha University, Sakaeo Campus found that marketing promotion and technology adoption which statistically significant at the .001  because the Sig. value is less than 0.01 with a Sig. value of .000 (accepting the hypothesis) with  R square value of .816 or 81.60 percent, the other 18.40% is a variable that has not been have studied.