RELATIONSHIP BETWEEN BUYING ATTITUDE AND ONLINE PURCHASE DECISIONS OF CONSUMER IN MUEANG DISTRICT UDON THANI PROVINCE
Keywords:
ทัศนคติการเลือกซื้อ, การตัดสินใจซื้อสินค้า, ผู้บริโภคAbstract
This research article aims to 1) to study the behavior of deciding to buy products online 2) to study the level of purchasing attitude and decision to buy products online 3) to compare the decision to buy products online. Classified according to personal factors and 4) to study the relationship between purchasing attitudes and online purchasing decisions. This is a quantitative research study of the concept of purchasing attitude and the concept of purchasing decision as the research framework. The sample group consisted of consumers who had previously purchased products online. In the Mueang District Udon Thani Province, 400 people, using a purposive sample selection method. and convenience sampling. Use questionnaires as a research tool. Data were analyzed using percentage, mean, standard deviation, t-test, and Anova.
The results of the research found that 1) Online purchasing decision behavior of most consumers purchases services through Lazada, Facebook, TikTok, Shoppee and Instagram, purchases clothes/apparel, uses the service 1 - 2 times/month, the cost of purchasing each product. times less than 1,000 baht and most pay for goods and services by transferring money through a bank account. 2) The overall purchasing attitude level of consumers is at a high level. ( = 4.19) The overall level of importance in deciding to buy products online is at a high level. ( = 4.21) 3) Compare the online purchasing decisions of consumers of different genders. Affects the decision to purchase products online Overall, they are significantly different at the 0.01 and online purchasing decisions of consumers, classified by age, education level, status, occupation, and average monthly income Different things affect the decision to buy products online. Overall there is no difference. 4) The relationship between consumers' purchasing attitudes and online purchasing decisions. They are related in the same direction. Statistically significant at the 0.01 level.
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