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|The Study Of Factors Affecting Consumers’ Purchasing Behavior Via Online Networks In Bangkok
|Online engagement community
perceived product’s performance
Structural Equation Modeling (SEM)
|In today’s world of rat race, in order for brands to be successful and stand out,
firms have to continuously invest in tactics that is beyond the traditional advertising and marketing which will enable them to have a strong presence and image online. In recent years, Thailand has grown considerably in the e-commerce market to become the second-largest online shopping market in Asean, and according to a study conducted by US-based consultancy Bain and Company and Facebook, showed that Thailand’s online spending in 2018 totaled to $4.4 billion and is only anticipated to increase further. Government-led initiatives, electronic payments, the expanding impact of younger generations of consumers, flexible delivery, social media usage and price are some of the most important reasons for it to become the fastest growing e-commerce market.
The purpose of this study is to explore the factors that affects the consumers’ purchasing behavior via the online networks in Bangkok, where the theoretical framework was derived based on previous researchers. Analyzing the data using SPSS and SEM methodology, 400 respondents were selected from Bangkok by using the questionnaire. Questionnaire was used in the quantitative research as the research instrument and the proposed hypotheses were tested and analyzed using the Structural Equation Modelling (SEM) in order to measure the latent variables. SEM
methodology allowed the researcher to not only measure the latent variables but to also understand the correlation between the independent variables.
The five main hypotheses were that the individual variables (exogenous) significantly affects the dependent variable (endogenous). The 10 sub-hypotheses were to understand whether any correlation between the independent variables exists. The various analytical tests and goodness-of-fit measurement resulted in significant p- values for two main hypotheses out of five, where the consumers’ perception of a product’s performance significantly affects the consumers’ purchasing behavior (PPP PB) and the trust the consumers have in a brand significantly affects their decision behavior to purchase (BT PB). The p-values for 9 sub-hypotheses out of 10 were significant. The results, the contradictions and affirmations with previous researchers is explained further in this research, along with implications and recommendations for further researchers and businesses to better understand the factors that significantly affects the consumers’ purchasing behavior via the online networks.
|Thesis (M.B.A) --Graduate School, Bangkok University, 2020
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