Factors Affecting Purchase Decision of Hydroponic Vegetables via Online in Bangkok and Vicinity

Abstract

The purposes of this research are (1) to examine general information about personal factors and consumer purchase behavior of hydroponic vegetables via online, (2) to study the relationship between personal factors and marketing mix factors of buyers of hydroponic vegetables via online in Bangkok and vicinity, and (3) to investigate the factors affecting purchase decision of hydroponic vegetables via online in Bangkok and vicinity. This study is conducted through quantitative research. A questionnaire is used as a research instrument for data collection. The sample consists of 400 people who have bought and those who have never bought but are interested in purchasing hydroponic vegetables via online in Bangkok and vicinity. The data are analyzed using descriptive statistics, Chi-square Test and Binary logistic regression and Binary probit regression. The results of this study reveal that most of the respondents are female, aged between 18–34 years old, graduated with a bachelor’s degree, and earn an average monthly income between 15,001 - 40,000 Bath. They have the purchase behavior for fresh vegetables for consumption. The sample places a purchase hydroponics vegetable via Facebook and GrabFood and each purchase costs between 150–300 Baht. The results of testing the relationship between personal factors and marketing mix factors indicate that gender, occupation, monthly income, education level, and family status are related with marketing mix factors with a statistical significance at the 0.05 level. Furthermore, from the analysis of factors affecting purchase decision of hydroponic vegetables via online in Bangkok and vicinity, age, education level, social media channels, website channels, product, and promotion have a positive relationship with the purchase decision of hydroponic vegetables via online. However, gender, payment method, purchase cost, online purchase timing, and physical evidence are negatively related to the purchase decision.