Factors affecting the decision to buy furniture in the group of office chairs through application channel of GENERATION Y group in Bangkok.

Abstract

          The objective of this research was to investigate the Factors Affecting the Decision to Buy Furniture in The Group of Office Chairs Through Application Channels of Generation y Group in Bangkok. The samples used in the research were the group of consumers who choose to purchase office chair products through application channels is Generation y. Collect data using questionnaires as a tool. Purposive sampling used. Statistics used to analyze the data include percentage, frequency, standard deviation, hypothesis test by F test by finding One-Way ANOVA mean difference and comparing LSD (Fisher's least-significant difference). and Multiple Linear Regressions analyze by method Linear Regression by analyzing all the variables at once (Enter). The results of the research showed that 1) Service quality and decision to buy furniture group of office chairs through the application channel of the generation y group in Bangkok were at a high level of opinion, 2) The results of testing Hypothesis 1 found that the demographic characteristics of generation y groups with different ages have decisions to buy furniture the group of office chairs through application statistically significant different at .05 level, 3) The results of testing Hypothesis 2 found that the service quality affect the decision to buy furniture. Group of office chairs through the application channel of the Generation y group in Bangkok statistically significant at .01 level. The service quality can explain the level decision to buy furniture group of office chairs through the application channel of the Generation y group in Bangkok 95.6%.