Online shopping of consumers in Bangkok

Abstract

The objectives of this survey research on the online purchasing of goods on the part of consumers in Bangkok Metropolitan area were 1) to study personal factors of consumers, marketing mix, the choice of online purchasing of goods and services 2) to study online purchasing of goods and services based upon different personal factors 3) to study the relationship between marketing mix and online purchasing of goods and services. Samples included 384 consumers who had purchased goods and services on line. Questionnaire was used as a tool to collect the data. Statistics used in this study included frequency, percentage, mean, standard deviation,

Outcome of the study revealed that 1) the scores on online purchasing of goods and services, overall, were high on a given rating scale. Marketing mix (product, price, channel of distribution, marketing promotion) scored high on average. Scores on information technology, speediness in ordering, speediness and convenience of payment, convenience of having goods and services delivered, law on e-commerce were highest. 2) consumers with different age, education, occupation, monthly income and type of residence did differ in their online purchasing of goods and services while consumers with different sex, marital status did not differ in their online purchase at 0.05 level of significance. 3) online purchasing of goods and services was highly and positively correlated to marketing mix and was moderately correlated to IT, speediness in ordering, speediness and convenience of payment, convenience of having goods and services delivered, law on e-commerce.