FACTORS AFFECTING CONSUMERS’ PURCHASING DECISION VIA SHOPEE APPLICATION IN BANGKOK

Abstract

The objectives of this research were (1) to study the level of the purchase decision-making process through the Shopee application, and (2) to compare the purchase decision-making process through the Shopee application. The researcher used a questionnaire as a tool to collect data from 400 people who had bought products through the Shopee application who lived in Bangkok. The statistics used in the research were frequency, percentage, mean, standard deviation, t-test, and F-test. The research results show that (1) Consumers see that the overall purchase decision-making process through the Shopee application is very important, and (2) Consumers in Bangkok of different ages There were different purchase decision-making processes through the Shopee application at the statistical significance level of .05, while gender, education level, occupation and average monthly income were not different.