Factors affecting consumer behavior on online shopping
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Abstract
The objectives of this study were to analyze demographic and marketing factors affecting on online shopping behavior of consumers using Binary Logistic Regression model. Cross-sectional data were carried out by questionnaires. Populations were respondents in Bangkok Metropolis who had 15 years old and above. Based on Krejcie & Morgan’s Table, a sample size of 384 were determined to represent the population.The results revealed that married status , income per month , influencing group and promotion factors had influenced decision in consumer’s e-business transaction decisions. The conceptual form of the logistic regression model is .The average of correct classification rate was 79.3 percent. Evidence provided from this study could be employed as reference for policy makers and online venders for understanding online shoppers in order to encourage them for increasing transactions on online shopping.
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