ความตั้งใจในการซื้อสินค้าและพฤติกรรมการซื้อสินค้าทางออนไลน์ กรณีศึกษา การซื้อสินค้าทางออนไลน์ของนิสิตและนักศึกษาในพื้นที่กรุงเทพและปริมณฑล

Jirachai Muenlit; Issarapong Poltanee

Authors

Jirachai Muenlit Faculty of Arts at Huachiew Chalermprakiet University
Issarapong Poltanee Faculty of Hospitality Industry at Kamphaeng Saen Campus

Keywords:

purchase behavior, buying impulse, subjective norms, personal innovativeness, online purchase intention

Abstract

This study examines the causal relationships among factors influencing online purchasing behavior (PB) and online purchase intention (OPI) among 422 university students in Bangkok and its metropolitan area. Utilizing the integrated generalized structured component analysis (IGSCA), the findings reveal that OPI is the primary determinant of PB and is significantly influenced by perceived usefulness (PU), attitude (AT), ease of use (EOU), and buying impulse (BI), with path coefficients of 0.332 and 0.231, respectively. Furthermore, the study highlights that providing accurate and reliable information about online products and services significantly enhances purchase intention and ultimately influences consumer behavior. Therefore, organizations should prioritize effective communication strategies to foster awareness and cultivate positive consumer attitudes toward online shopping.

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