BEHAVIOR AND FACTORS INFLUENCING CONSUMER DECISIONS TO PURCHASE PRODUCTS ONLINE VIA 7-ELEVEN DELIVERY APPLICATION IN BANGKOK
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Abstract
This research examines the behavior and factors influencing consumer decisions to purchase products online via the 7-Delivery Application in Bangkok. The objectives are to 1) study online purchasing decisions, 2) investigate consumer behavior and factors affecting online purchasing decisions, 3) compare purchase decisions based on demographic and purchasing behavior, and 4) identify the relationship between influencing factors and online purchasing decisions. The sample consists of 400 consumers in Bangkok who have used the 7-ELEVEN Delivery service. Data was collected through questionnaires and analyzed using descriptive statistics such as frequency, percentage, mean, standard deviation and inferential statistics such as t-test, One-way ANOVA, Pearson correlation. The findings reveal that most consumers order through the 7-ELEVEN Delivery application approximately once a week, spending an average of 300-400 baht per order. The main reason for purchasing is discounts, promotions, or special delivery deals. Beverages are the most frequently purchased items, and most consumers pay through TrueMoney. In terms of the 7Ps of the marketing mix, promotion and product are the primary factors influencing purchasing decisions, followed by price, people, process, place, and physical evidence, respectively. In terms of purchasing decisions, problem recognition has the highest mean score among purchasing decisions. Different demographic factors of age and occupation affect the decision to purchase products online via the 7-ELEVEN Delivery application in Bangkok, while different levels of sex, education and average monthly income do not affect the decision to purchase products online via the 7-ELEVEN Delivery application. Behavioral differences, such as frequency of orders, purchase amount per transaction, reasons for purchase, and types of products frequently purchased, have a significant impact on online purchasing decisions. However, differences in payment methods do not significantly affect purchasing decisions. Factors influencing online purchasing decisions are related to online purchasing decisions. This research concludes that understanding consumer behavior and the factors influencing purchasing decisions can help improve the marketing strategies and services of the 7-ELEVEN Delivery application to better meet consumer needs.
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