Satisfaction of purchasing goods and services through the online channel of customer in Bangkok

Abstract

The objective of this research is to study the different among 3 factors which are population, market mix, and consumer behavior. In this survey research, convenience sampling has been applied and questionnaires have been collected, The general population 0f 400 persons in Bangkok have been selected as sample groups by using questionnaires and computer program to collect and process data. The statistics applied in the descriptive analysis are frequency distribution, percentage, average standard deviation, minimum and maximum. The inferential statistics applied in this research is One Way ANOVA which is used to calculate T-Test and F-Test that have a significant level at 0.05. From this study the findings are as follows: Population factor: different careers have influence over the satisfaction of purchasing goods through the online channel of customer in Bangkok. The statistics significant is 0.05 Marketing mix factor: sources of information and sale promotion have influence over the difference in the decision to purchase goods and services through online channel of customer in Bangkok the statistics significant is 0.05Customer behavior factor: Different types of goods and customers have in influence over the decision the purchase goods and services through the online channel of customer in Bangkok. The statistics significant is 0.05