Causal Factors Which Influence Online Purchase Decision of Accounting Students Case Study: Uttaradit Rajabhat University
Keywords:
Product Assortment, Price Discount, Perceived Value, Online Purchase Decision, Accounting Student, Uttaradit Rajabhat UniversityAbstract
This research aims to investigate the influence of product assortment and price discount on perceived value and online purchase decision, by using a questionnaire as an instrument for collecting data from 373 accounting students of Uttaradit Rajabhat University. All the composite reliability values ranged from 0.930 to 0.945. Data was analyzed by SEM using Lisrel. The results show that the highest level factor influencing the product discount directly influenced perceived value. Moreover, subordinate highest level factor influencing the perceived value directly influenced online purchase decision. Furethermore, the results of this study show that the measurement model was in congruence with the empirical data. This model exhibits goodness of fit. Thus, business owners should develop the diversity of brand, type, and quality of the product and create price discount strategies for responding customers make better purchase decisions. In addition, business owners that need occur of efficiency online purchase decision should emphasize on creating price discount in first priority.
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บทความที่ได้รับการตีพิมพ์ในวารสารวิทยาการจัดการมหาวิทยาลัยราชภัฏพิบูลสงคราม เป็นลิขสิทธิ์ของมหาวิทยาลัยราชภัฎพิบูลสงคราม
บทความที่ลงพิมพ์ใน วารสารวิทยาการจัดการมหาวิทยาลัยราชภัฎพิบูลสงคราม ถือว่าเป็นความเห็นส่วนตัวของผู้เขียนคณะบรรณาธิการไม่จำเป็นต้องเห็นด้วย ผู้เขียนต้องรับผิดชอบต่อบทความของตนเอง
