Factors Affecting Consumer Decision-Making via Online Channels in Phra Nakhon Area Bangkok

Abstract

Research subject Factors Affecting Consumer Decision Making via Online Channels in Phra Nakhon Area Bangkok Objectives, 1) to study the level of personal factors affecting consumers' purchasing decisions via online channels in the Bangkok area, and 2) to study the factors affecting the decision to buy products via online channels of consumers in the Phra Nakhon area Bangkok. The population used in this research was 397 people living in Bangkok. This research was quantitative. The statistics used in the data analysis were frequency, percentage, mean, and standard deviation, and the variance t-test, F-test, and One-Way ANOVA test for variance. Online in Phra Nakhon Bangkok Overall, it's at a high level. When considering each aspect, it was found that the average was at a high level in all aspects in descending order, namely the price factor with the highest mean, followed by process factors. The aspect with the least mean was the marketing promotion factor, respectively. 2) The results of the comparative analysis of demographic data on consumers' decisions to buy products via online channels. It was found that consumers of different gender, ages, education levels, occupations, and incomes had different purchasing decisions via online channels with a statistical significance of 0.05.