Factors affecting online shopping behavior of Thai and Vietnamese female students
Keywords:
Purchase Behavior, clothes online, Thailand Vietnam StudentsAbstract
This research Aimed to 1) study the personal factors that affect the female students to buy clothes online 2) compare the behavior of buying clothes online between Thailand female students and Vietnam female students 3) study the marketing mix in an online clothing business groups for female students. The samples used in the study were female students bought clothes through the Internet in Vietnam and Thailand total number 400 people. The quotas sampling the instruments used in the questionnaire data were analyzed using Percentage, Frequency, Mean, Standard Deviation: S.D., t-test, One Way ANOVA ,Enter Multiple Regression Analysis and Content analysis. The results showed that: 1) Buying clothes online of female students by personalfactors were found to be different faculty on the education level of statistical significance .052) Comparison buying clothes online behavior among Thailand female students and Vietnamfemale students found that the differences were statistically significant at the .05 level. Whenconsidering that female students Thailand and Vietnam affect your channel orders through Facebook and Shopee significant statistical level. 05 3) The marketing mix to form online clothing business group of female students were buying clothes online through channels ordered Facebook to be influenced by the factors of the product (β = 0.27) and the price (β =0.13). buying clothes online channel order Lazada influenced by factors promoting market (β =0.12) and to buy clothes online channel, Buying clothing online via Shopee factors that affectthe marketing mix, not statistically significant.
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