Factors Affecting Online Shopping Decisions Among Middle Adolescents in Hua Hin District, Prachuap Khiri Khan Province
DOI:
https://doi.org/10.55164/ecbajournal.v18i1.276457Keywords:
Purchasing Decisions, Online Systems, Middle AdolescentsAbstract
This research aimed to investigate: 1) the online purchasing behavior of middle adolescents in Hua Hin District, Prachuap Khiri Khan Province, and 2) the causal factors influencing their online purchasing decisions. This study employed a quantitative research design with a sample of 400 middle adolescents from Hua Hin District. The research instrument used was a questionnaire, and the data were analyzed using percentage analysis and hypothesis testing. Model fit was evaluated using two indices: the Chi-square statistic and the Root Mean Square Error of Approximation (RMSEA) Structural Equation Modeling (SEM) was also applied for data analysis.
The results indicated that the factors influencing online purchasing decisions among middle adolescents showed that satisfaction had the strongest effect, with a standardized influence coefficient of 0.73, which was statistically significant at the .001 level. This was followed by perception (0.69), brand (0.68), and preference (0.64), all of which were statistically significant at the .001 level. The hypothesis testing of the structural model revealed that the component factors influencing online purchasing decisions among middle adolescents were consistent with the empirical data and demonstrated a good level of model fit, in accordance with the proposed hypotheses.
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