Undergraduate student’s Buying Behavior of products through online applications in Phutthamonthon District Nakhon Pathom Province

Abstract

The purpose of this research is to study undergraduate’s student behavior of using online applications in Phutthamonthon District, Nakhon Pathom Province, and to study the influencing factors that affect the selection of trade through online applications. The sample group is a group of people who purchase products via online applications located in Phutthamonthon District, Nakhon Pathom Province. Quantitative study has been adopted in this study and total 394 questionnaire samples has been distributed. Statistics used in data analysis, frequency, percentage,  standard deviation, independent sample t-test, and Pearson Product Moment Correlation are used to get the results.

The results showed that most of the samples were female. That most of the samples used online applications to order products buying through online apps, Shopee is the most. There is a frequency of ordering products online applications 2 times per month. With the most products purchased through online applications, including ladies clothing / menswear, cosmetic products for beauty. The influencing factors of online shopping by application are marketing promotion, technology, price, distribution channel and product. The results of the comparison of different demographic factors found that the price, place and technology differ significantly at the level of .05. Product and promotion differs without statistical significance at the level of .05.The relation analysis showed that product, promotion, and technology factors are positively related, price and technology factors are positively related, promotion and technology factors are positively related.