Factors Influencing the Decision to Buy Products Online in Lopburi Province

Abstract

          The research purposes were (1) to study consumer behavior that affects online purchasing decisions in Lop Buri(2) to study the level of opinions of market mix factors affecting online purchasing decisions in Lop Buriand (3)to compare customer differences with feedback levels on market mix factors that affect online product purchase decisions. The sample was 400 people in Lopburi Province. The questionnaire was used to collect data.Thedata were analyzed by using descriptive statistics including frequency, percentage, mean, standard deviation, t-test and one-way ANOVA and comparing each pair of mean using Scheffé's.

          The results showed that.

          1. The consumer behavior that affects online purchasing decisions in Lop Buri found the overall was use Facebook media to order products,Order products more than 1 month at a time,The cost of ordering products is no more than 1,000 baht,Friends influence the decision to buy products and give reasons to order products because of the convenience requirements.

          2. The level of opinions of market mix factors affecting online purchasing decisions in Lop Buri found theoverall was at high level;the descending mean were (1) Marketing Promotion (2)Product (3)Personal (4) Process (5) Physical Presentation (6) Price and (7) Distribution Channels, respectively.

          3. Gender and Income are different. There are opinions on market mix factors that affect online purchasing decisions at statistical significance level .05 ,while ; age,level of education,the council different there are opinions on the marketing mix factors that influence your decision to shop online it's no different at statistical significance level .05