Factors Affecting the Online Application Purchasing Behavior of Consumers in Bangkok Metropolitan Region


  • Janya Supalackmongkol นักศึกษา หลักสูตรบริหารธุรกิจมหาบัณฑิต มหาวิทยาลัยเกษมบัณฑิต
  • Watchara Yeesuntes อาจารย์ที่ปรึกษา หลักสูตรบริหารธุรกิจมหาบัณฑิต มหาวิทยาลัยเกษมบัณฑิต


consumer behavior, online application, marketing mix


          This research article aimed to study: 1) online marketing mix factors; 2) the purchasing behavior of online purchasing consumers; 3) a comparison of online purchasing behavior classified by personal data; and 4) to study the online marketing mix factors affecting the behavior of consumers purchasing products through online applications in Bangkok and its vicinity. A sample of 400 people was selected; the questionnaire was used as a study tool. The statistical tools used in the descriptive analysis were percentage, mean, hypothesis test, Chi-square, and multiple regression analysis.

           The results showed that most respondents were: female, aged 35 - 45 years old, single, with bachelor's degrees, government officials/state enterprise employees, the average income of 20,001 – 30,000 baht, and marketing mix factors with the average of a survey at a significant level. Most of the behaviors had moderate knowledge about shopping through online applications. They selected various products, such as clothes. The most commonly used and well-known application was Shopee; the persons influencing decision-making were themselves. They had an opportunity to buy products for daily use, paid cash on delivery payment; the frequency of purchasing products was four times monthly, with the average cost being 610 baht per time. The hypothesis test results were that age, family status, education level, occupation, and average monthly income affected the buying behavior. Marketing mix factors for personal service Influenced the behavior of purchasing products through online applications with a statistically significant 0.05.






บทความวิจัย (Research article)