• Wisit Rittiboonchai Management Science, Nakhon Pathom Rajabhat University
  • Penpicha Kriwuttisom Management Science, Nakhon Pathom Rajabhat University
  • Thi Minh Trang Ngo Management Science, Nakhon Pathom Rajabhat University


Purchase Behavior, Online Clothes, Thai and Vietnamese Students


This research aimed at 1) studying the personal factors that affect the female students to purchase clothes online, 2) comparing the online shopping behavior of clothes between Thailand and Vietnam female students, and 3) studying influence of marketing mix on online shopping behavior of female students in purchasing clothes. The samples used in the study were 400 female students purchasing the clothes through the Internet divided into 200 for Vietnamese and 200 for Thais Vietnam and Thailand. The quota sampling and questionnaire survey were used in data collection. The data analysis included percentage, frequency, mean, standard deviation, independent sample t-test, One-way ANOVA, and multiple regression analysis.

The results showed that 1) female students from different studying faculty had different online shopping channel selection between Facebook and Shopee, 2) female students from different nationality, Thai and Vietnamese, had different online shopping channel selection, and 3) the marketing mix had influence on female students’ online shopping channel selection. The Facebook was influenced by product (β = 0.27) and price (β = 0.13). The Lazada was influenced by promotion (β = 0.12). However, the Shopee was not influenced by any marketing mix factors at the statistically significant level as of 0.05.


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How to Cite

Rittiboonchai, W., Kriwuttisom, P., & Trang Ngo, T. M. (2018). FACTORS AFFECTING ONLINE SHOPPING BEHAVIOR OF THAI AND VIETNAMESE FEMALE STUDENTS. RMUTT GLOBAL BUSINESS ACCOUNTING AND FINANCE REVIEW, 2(2), 25–34. Retrieved from https://so01.tci-thaijo.org/index.php/GBAFR/article/view/252518



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