the The Role of Mobile-Commerce Quality and Pricing Strategies on LINEMAN Platform Usage Behavior in Udon Thani Province
Keywords:
Mobile-Commerce Quality, Pricing Strategies, LINEMAN Platform Usage BehaviorAbstract
The purpose of this research was to study the role of mobile-commerce quality and pricing strategies on LINEMAN platform usage behavior in Udon Thani Province. The subjects were randomized by multistage randomization. The first sampling was randomed using cluster sampling. For the second sampling a specific sampling method was used with 400 consumers aged between 15 and 65 years old with experience in purchasing products through commerce on LINEMAN platform in Udon Thani Province. The research tool was a questionnaire evaluated for the reliability of the questions by experts to find the alpha coefficient and confidence. The statistics used in data analysis were mean, percentage, and standard deviation. The correlation between variables was analyzed by multiple correlation analysis to analyze the correlation between variables and the regression coefficient. The results showed that consumers' purchasing behavior had a statistically significant positive influence on discount pricing at the 0.01 level. The results of the influence testing of LINEMAN platform usage behavior indicated that setting a discount had a positive influence on the customers’ usage behaviour of the platform.
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บทความที่ได้รับการตีพิมพ์ในวารสารวิทยาการจัดการมหาวิทยาลัยราชภัฏพิบูลสงคราม เป็นลิขสิทธิ์ของมหาวิทยาลัยราชภัฎพิบูลสงคราม
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