Factors Influencing Intention to Purchase Intimate Hygiene Products of Female Consumers through Online Mobile Applications in Bangkok
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บทคัดย่อ
The objective of this study is to delve into the factors that significantly influence female consumers' intention to purchase intimate hygiene products via online mobile applications in Bangkok. The study specifically examined demographic factors, the 4P’s marketing mix (Product, Price, Place, Promotion), and the Technology Acceptance Model (TAM) factors that impacted the intention to purchase these products. The data were collected using an online Google Form questionnaire, with a total of 400 valid responses analyzed. Statistical measures used in this study included percentage, mean, and standard deviation. The hypotheses were tested using one-way ANOVA and multiple regression analysis. The results indicated that the factors significantly affecting the intention to purchase intimate hygiene products at a significance level of 0.05, in order of influence, were innovation and technology acceptance factors, precisely attitude towards using, and marketing mix factors were price, place, and product, respectively.
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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
บทความที่จะตีพิมพ์เพื่อเผยแพร่ในวารสารการจัดการธุรกิจ มหาวิทยาลัยบูรพา จะต้องเป็นบทความที่ไม่เคยได้รับการตีพิมพ์เผยแพร่หรืออยู่ระหว่างการพิจารณาเพื่อตีพิมพ์เผยแพร่ในวารสารอื่น ๆ ทั้งนี้ หากพบว่ามีการละเมิดลิขสิทธิ์ ด้วยข้อคิดเห็นที่ปรากฏและแสดงในเนื้อหาบทความต่าง ๆ ให้ถือว่าเป็นความเห็นและความรับผิดชอบโดยตรงของผู้เขียนบทความนั้น ๆ มิใช่ความเห็นและความรับผิดชอบใด ๆ ของคณะบริหารธุรกิจ มหาวิทยาลัยบูรพา สำหรับในกรณีผู้ประสงค์จะนำข้อความในวารสารการจัดการธุรกิจ มหาวิทยาลัยบูรพา ไปเผยแพร่ต้องได้รับอนุญาตจากกองบรรณาธิการวารสารการจัดการธุรกิจ มหาวิทยาลัยบูรพา ตามกฎหมายว่าด้วยลิขสิทธิ์
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