Online Shopping Behavior after the COVID-19 Outbreak of Generation Y Consumers of Ethnic Groups in Phop Phra District Tak Province

Abstract

          There are three objectives of this research: 1) to study the online purchasing behavior after the COVID-19 outbreak of Generation Y consumers of ethnic groups, Phop Phra district, Tak province 2) to study the relationship between personal factors with online purchasing behavior after the COVID-19 outbreak of Generation Y consumers of ethnic groups, Phop Phra district, Tak province, and 3) to study the problems of purchasing products online after the COVID-19 outbreak among Generation Y consumers of ethnic groups, Phop Phra district, Tak province. It was qualitative research. The sample group is Generation Y, an ethnic group in Phop Phra district, Tak province, totaling 395 people. Statistical instruments used in data analysis are frequency, percentage, mean, and standard deviation and Chi-Square test.

           The results of the study revealed that 1) most of them used mobile phones to purchase online products through the Facebook platform as products for personal item use, and they chose to purchase between 06.01 p.m. -12.00 a.m. The purchase amount per time was 100-500 Baht and they chose to make a payment on delivery.  The reasons for deciding to purchase products were price and promotions by selecting stores from reviews 2) Personal factors were significantly related to online purchasing behavior after the COVID-19 outbreak was statistically significant at a .05 level 3) Problems with online purchasing after the COVID-19 outbreak mainly were the delay in the delivery of goods.