Factors affecting the decision of group of teenagers to purchase the community product via online platform

Abstract

The purposes of this research were to 1) study the level of importance of factors affecting the decision purchase the community product via online platform of group of teenagers, 2) study the factors affecting the decision to purchase community products of group of teenagers product via online platform, and 3) propose guidelines for developing community products via online platform for group of teenagers. The samples used in the research were 385 teenager customers who known the product of community by purposive sampling. The research tool used in this research was       a set of questionnaires. The collected data were analysed by using frequency, percentage, mean, standard deviation, Cronbach’s alpha coefficient, contingency coefficient, and logistic regression analysis. The results revealed that 1) the average importance of all marketing mix factors was different at .05 level of significance, while the most importance level was product and price. 2) The average importance of other factors was different at .05 level of significance, while the most importance level was brand loyalty. 3) The factors in terms of product, price, and brand loyalty are affecting purchasing behavior toward community product via online platform at .05 level of significance and a validity was at 100%.

         Guidelines for developing community products via online platform for group of teenagers are that the entrepreneurs must ensure that community products should have consistent product quality and standards. The condition of the products should be in accordance with the standards. Price should appropriate with the quality and quantity. Including entrepreneurs should be able to regularly created sales promotions. Finally, entrepreneurs should focus on the brand image and focusing on the development processes and production sources.