Consumer Behavior and Online Purchasing Decisions for Community Products in the Digital Economy Era
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Abstract
The purposes of this research were to study the relationship between purchasing behavior and online purchasing decisions for community products, and to study the influence of brand equity perception on online purchasing decisions for community products of consumers in the era of the digital economy. The sample consisted of 350 consumers who have purchased or used to purchase a community product through online, selected from the population using multi-stage sampling and convenience sampling method. The data were analyzed using descriptive and inferential statistics such as frequency, percentage, mean, standard deviation, Chi-square test, Pearson product movement of correlation coefficient analysis, and multiple regression analysis.
The results of purchasing behaviors related to online purchasing decisions of community products by Chi-square test were found that the purchasing behavior in term of product type, purchase channel, purchase frequency, amount of purchases per time, and reason for purchase were correlated with the online purchase decision of community product with statistical significance at 0.05 level. Moreover, the results of brand equity perception influencing online purchasing decisions of community product by multiple regression analysis were found that brand equity in aspect of brand awareness, perceived brand quality, brand loyalty and brand association influenced online purchase decision of community product with statistical significance at 0.05 level. All variables could account for 67.89 percent of the variance in online purchasing decisions of community products. The predictor with the highest standardized regression coefficient was brand awareness (=0.269), followed by perceived brand quality (=0.232), brand loyalty (=0.118), and brand association (=0.178), respectively. The results of the study can be contributed to improve marketing strategies in line with consumer behavior and
further improve the brand equity of community products.
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