การกำหนดรูปแบบการตัดสินใจของผู้บริโภคในสภาพแวดล้อมแบบออมนิชาแนล: หลักฐานจากผู้บริโภคชาวไทย
คำสำคัญ:
การตัดสินใจของผู้บริโภค, สไตล์ผู้บริโภค, หลากหลายช่องทาง, ประเทศไทยบทคัดย่อ
ผู้บริโภคแต่ละประเภทมีพฤติกรรมที่แตกต่างกันในสภาพแวดล้อมการช้อปปิ้งที่หลากหลาย อุตสาหกรรมการค้าปลีกได้พัฒนาไปอย่างมากในช่วงไม่กี่ปีที่ผ่านมา มุ่งสู่ช่องทางการค้าปลีกแบบหลากหลายช่องทาง (Omnichannel) จุดประสงค์ของการศึกษานี้คือการอธิบายลักษณะการตัดสินใจของผู้บริโภคชาวไทยเมื่อมีส่วนร่วมในการช้อปปิ้งแบบหลายช่องทาง โดยใช้แบบสำรวจสไตล์ผู้บริโภคของ Sproles และ Kendall (1986) เป็นเกณฑ์มาตรฐานสำหรับพฤติกรรมการช้อปปิ้งของผู้บริโภค ข้อมูลจากผู้ตอบแบบสอบถามทั้งหมด 312 คน ได้รับการรวบรวมและวิเคราะห์โดยใช้การวิเคราะห์ปัจจัยเชิงสำรวจ เพื่อระบุลักษณะการช้อปปิ้ง ผลการวิจัยระบุลักษณะการช้อปปิ้งแบบหลายช่องทางของผู้บริโภคชาวไทย 5 แบบ ได้แก่ นักช้อปเพื่อการพักผ่อนแบบกะทันหัน (Spontaneous Recreation Shoppers), แฟชั่นนิสต้าที่มีจิตสำนึกเกี่ยวกับแบรนด์ (Brand Conscious Fashionistas), นักล่าของถูกที่มุ่งเน้นคุณภาพ (Quality-Driven Bargain Hunters), ผู้ที่สับสนจากการมีตัวเลือกมากเกินไป (Confused by Over Choice), และ ผู้ที่จงรักภักดีต่อแบรนด์และมองหาคุณภาพ (Quality-Seeking Brand Loyalists) ผลการวิจัยยืนยันสมมุติฐานเพียงบางส่วนว่า สไตล์ผู้บริโภคดั้งเดิมไม่สามารถใช้ได้กับรูปแบบช่องทางการค้าปลีกหลายช่องทางในปัจจุบัน มีเพียงตัวแปรเดียวจากแบบจำลองดั้งเดิม "สับสนจากการมีตัวเลือกมากเกินไป" ที่ยังคงมีความเกี่ยวข้องในสภาพแวดล้อมแบบหลายช่องทางในปัจจุบัน
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