A Study of the Relationship between Attitudes Affecting Loyalty in Online Shopping Decision Making of Consumers in Bangkok
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วันที่
2562-12
ผู้เขียน
ชื่อวารสาร
วารสาร ISSN
ชื่อหนังสือ
สำนักพิมพ์
SRIPATUM UNIVERSITY
เชิงนามธรรม
This research aims to study (1) to study the attitudes of customers and Factors affecting Thai consumer buying decisions towards purchasing products and services online, (2) to study the behavior of online purchase of products and services customers in Bangkok Metropolis and (3) to study the relationship between attitudes and factors affecting the loyalty of customers in online shopping. This study collecting data from survey with questionnaires distributed to 400 parents or other customers familiar with online shopping. The data was analyzed statistically using frequency, standard deviation and using the Pearson Chi-square statistic analysis. The respondents in this study are mostly females aged 20 – 29 years old with bachelor’s degree and work as corporate employees. The results showed that The respondents in this study was customers in Bangkok Metropolis that gender, age, education have difference. It was found that Demographically gender, age, education, had no effect on purchases in online shopping. The marketing mix influencing the online shopping at high level was safety for buying, save time, convenience, company's reputation, recognition and loyalty of customers in Bangkok Metropolis to online shopping had a significance positive impact on the customer behaviors in purchasing products and services correlatively at 0.01 level.
Keywords
คำอธิบาย
คำหลัก
Attitude, Loyalty, Consumers in Bangkok
การอ้างอิง
Natkamon Sujbruem,Niwat Chantharat.(2019). A Study of the Relationship between Attitudes Affecting Loyalty in Online Shopping Decision Making of Consumers in Bangkok . Proceeding The 4th Regional Conference on Graduate Research 2019 Theme “Transforming Innovative Business to the Future”. (p.203-213 ) Bangkok : Sripatum University.