The Impact of Thaichana Application on Customer Purchasing Behavior in Clothing Stores
DOI:
https://doi.org/10.14456/mjba.2021.1คำสำคัญ:
ความพึงพอใจของผู้บริโภค, พฤติกรรมการซื้อ, ร้านเสื้อผ้า, แอปพลิเคชันไทยชนะบทคัดย่อ
The COVID-19 pandemic has direct impact on many industries including clothing business. During this time, Thai government has created Thaichana, a contact tracing application, as a part of COVID-19 safety and preventative measures. The features and concept of the application has an influence on customer’s satisfaction and their purchasing behavior in clothing stores. The purpose of this study is to examine impacts of the application resulting in the decrease of in-store customer visits. A questionnaires are distributed via Google Forms to 121 respondents and surveys are conducted at 2 department stores in Bangkok and Pathum Thani. The finding shows that the application has an impact on the majority of participants’ purchasing behavior. Therefore, it is suggested that the application developer should improve Thaichana by sending notifications or feedback to users and reassuring them of the privacy terms and conditions.
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