Factors and Behaviors Affecting the Purchasing Decisions Using Mobile Application toward the Consumer in Bangkok

Abstract

This research was aimed to examine the demographic factor, consumer behaviors, and study the marketing mixes (7Ps) of products and the external factors are economy and technology that affect to purchasing decision of Bangkok consumers through smart phone and tablet. This Research employed a quantitative methodology. Data were collected with use of a questionnaire. The research sample consisted of 400 respondents, by randomizing non-probability sampling to find quota sampling or proportional sampling. The statistical using for analyzing are Percentage, Frequency, Standard Deviation, t-Test and LSD. This research was showed that, (1) Demographic factors of consumers was effected to purchasing decisions to of using mobile applications through smartphone and tablet was not different. (2) Behavior of consumers was effected to purchasing decisions to of using mobile applications through smartphone and tablet was not different. (3) The different marketing mixes of 7Ps was effected to purchasing decisions, which were not different. (4) The different external factors was effected to purchasing decisions, which were not different.