Factors Affecting Purchasing Decision Behavior towards Consumers’ Online Shopping of Healthcare Products under the New Normal in Muang District, Chiang Rai

Abstract

          This research aimed to study: 1) the levels of factors affecting purchasing decision behavior; 2) purchasing decision behavior towards online shopping of healthcare product; and 3) factors affecting purchasing decision behavior towards consumers’ online shopping of healthcare products under the new normal in Muang District, Chiang Rai. The sample size consisted of 400 people. The instruments were the questionnaires, and the assessment ratio of factors affecting purchasing decision behavior towards online shopping of healthcare product. The statistical tools used in data analysis were percentage (%) mean (), standard deviation (S.D.), and multiple regressions of Stepwise regression method.

           The results showed that 1) the levels of factors affecting purchasing decision behavior, as a whole and an individual, were at high level (x = 4.42 SD = 0.24); 2) purchasing decision behavior towards online shopping of healthcare product, as a whole and an individual, was at high level (x = 4.50 SD = 0.20); and 3) factors affecting consumers’ purchasing decision behavior towards online shopping of healthcare product under the new normal were: price (P2), personalization (P7) technology acceptance (P5), and promotion (P4).  All factors were affecting the consumers’ purchasing decision behavior towards online shopping of healthcare product under the new normal in Muang District, Chiang Rai in overall (Ytot). Its statistical significance was at .01 level. The correlation coefficient was equal to 0.354. Effectiveness in the prediction was 12.6 %, and the standard deviation of the prediction was 0.181. It was written as the following equation regression analysis was below.

 Ytot = 3.409 + 0.117 (P2) + 0.121 (P7) – 0.161 (P5) + 0.062 (P4)