ปัจจัยที่มีผลต่อพฤติกรรมการตัดสินใจซื้อ ทางสื่อออนไลน์ของผู้บริโภค

Abstract

This his research aims to 1) study consumers’ awareness of news and products through online med, 2) study consumer satisfaction in choosing to purchase products through online media, 3) study consumers’ decision-making behavior in purchasing products through online media, 4) study the relation between awareness and consumer satisfaction in purchasing products through online media, 5) study the relation between awareness and consumers’ decision-making behavior in purchasing products through online media and 6) study the relation between satisfaction and decision-making behavior in purchasing products of consumers on purchasing products through online media. Five hundred and sixty-seven participants, aged 15 or older, took part in this study.

The participants were consumers that live in Bangkok and the Greater Bangkok area who have bought products or services online. Data were collected using a questionnaire. Data analysis included descriptive statistics (frequency, percentage, mean, and standard deviation), inferential statistics (T-Test and F-Test (one way analysis of variance)), and finding correlations (Pearson’s Product Moment Correlation Coefficient).

The main findings are 1) consumers are most aware of news from Facebook followed by Line, Instagram, Shopee TH and Kaidee.com; 2) consumer behavior that is most frequent is purchasing repeatedly, followed by buying many products per occasion, and buying products every week; 3) consumers are most satisfied by channels of purchase, followed by the product, price, and marketing and 4) awareness of news through Line is positively related to consumer satisfaction

in the product (p < 0.001), channels of purchase (p < 0.05), and marketing (p < 0.05) at a statistically significant level. 5) awareness of news through  Instagram, Line, Shopee TH, and Kaidee. com is related to decision making behavior in purchasing a product through online media, but awareness of news through Facebook is not related to decision-making behavior in purchasing a product through online media. 6) consumer satisfaction is related to decision-making behavior in purchasing by consumers through online media, in terms of product, price, distribution media, and promoting marketing.