Factors Affecting the Purchasing Decisions in Online Products Via Shopee Application of Working People in Bangkok

Abstract

The objective of this study is 1) to study the demographic factors affecting the decision to buy products online via the SHOPEE application of working people in Bangkok 2) to study the factors of buying behavior affecting 3) to study the factors of marketing ingredients that affect the decision to buy products online via the SHOPEE application of working people in Bangkok. The sample consisted of 400 people. The instrument was a questionnaire using specific sampling and the overall confidence value is 0.837. The questionnaires will be analyzed by using the program and the statistics used in this analysis are frequency, percentage, mean, standard deviation, one-way variance testing and multiple regression analysis

The results of the research showed that Most of the samples were female, aged 21-30 years, single status, and bachelor degree education, government officials / state enterprise employees occupation, earning 10,001 - 20,000 baht, with frequency of purchase 1 time per month, the type of goods purchased are women's fashion clothes, the cost of buying per time is 3,001 - 4,000 baht in terms of marketing mix factors. The eespondents give importance to the high level and in the purchasing decision; the respondents give the importance to the high level as well.

The hypothesis testing found that 1) Demographic factors indicate that different occupations affect the decision to buy products online via the SHOPEE application of working people in Bangkok differently with statistical significance at the level of 0.05 only one side. 2) The behavior of buying behavior found that the cost of different purchases per time affects the decision to buy products online through the SHOPEE application of working people in Bangkok differently With statistical significance at the level of 0.05 only. 3) Marketing mix factors affecting the decision to buy products online via the SHOPEE application of working people in Bangkok, found that there are 2 aspects which is the channel of distribution and marketing promotion with statistical significance at the level of 0.05