Factors Affecting Consumers’ Decision to Purchase Fresh Durians via Online Channels in Bangkok
Keywords:
Decision Making, Online Channels, Fresh Durians, Consumer BehaviorAbstract
This research, entitled “Factors Affecting Consumers’ Decision to Purchase Fresh Durians via Online Channels in Bangkok”, aimed to: 1) study the demographic differences; and 2) study the online marketing mix and trust affecting on the decision to buy the fresh durians through online channels of consumers in Bangkok.
A quantitative research methodology was applied to collect data from 400 samples by questionnaires in Bangkok area. The samples were chosen by convenience sampling method. The descriptive statistics was utilized for data analysis such as percentage, frequency and Standard Deviation. The data from the questionnaires was analyzed by inferential statistics (T-Test, F-Test (One-Way ANOVA) and Multiple Regression Analysis).
The results revealed as follows: 1) Educational level factor had no different effect on purchasing durian online, 2) The gender factor, ages, occupations and monthly income had an impact on decision making of purchasing the fresh durians online when the statictical significance was set at 0.05, and 3) The factors affecting the decision to buy the fresh durians through online channels of consumers in Bangkok included price, distribution channel, marketing promotion, personal service privacy, and trust.
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