Factors Affecting to Decision Making on Purchasing Products via Application of Customers in Nonthaburi Province

Abstract

The purposes of this research were: 1) to study the purchasing behavior through online application for people in Nonthaburi, 2) to study marketing mix factors affecting online purchasing behavior of people in Nonthaburi Province. 3) to study the factors of technology acceptance that affect purchasing behavior via online application of people in Nonthaburi Province. The samples used in this study were 400 people who were affected between 20-60 years in Nonthaburi province. The data collection used questionnaire. The statistics used in the research were frequency, percentage, mean, standard deviation and multiple regression analysis.

The results of this study indicated that the consumers' purchasing behavior via online application in Nonthaburi Province. At which time the most frequently used applications were before bedtime. The average frequency of application usage per day was 1-5 times a day. The average duration of using the application was 6-15 minutes per time. The most frequently used online product selling service was the Shopee application. The average amount of money spent on online shopping applications was 300-500 baht. The products and services purchased the most through online applications were clothing and costume. The marketing mix factors affecting consumers' online shopping behavior in Nonthaburi province with statistical significance at the .05 by using the prediction equation y=.193x₃+.130x₅ with 2 factors which are the place factor and personalization, acceptance of technology that affects online shopping behavior with statistical significance at the .05 with the prediction equation y=.154x₁+.223x₂+.219x₃ with 3 factors which are technology acceptance, security factor, reliability factor.