FACTORS AFFECTING CUSTOMERS’ ONLINE PURCHASING BEHAVIOUR: A CASE STUDY OF HIGHER EDUCATION LEARNERS IN THAILAND
Article Sidebar
Main Article Content
Abstract
The purpose of this study was to analyse factors affecting online customer purchasing by undertaking a case study of higher education learners in Thailand. A sample was conducted 638 participated according to the minimum criteria for defining a sample of 5 times per variable. There are a total of 5 observable variables and 30 required parameters, so the sample sizes are not less than 300 people. The sample group was undergraduate students and was selected by utilising a multi-stage sampling process. The random process included three steps: Step 1 involved selecting a region unit, with the regions divided into four areas: 1) Central, 2) North, 3) North-Eastern, and 4) South, ensuring that all populations were represented across Thailand. Each region contained one province, resulting in a total of four groups. Step 2 involved purposive sampling by selecting provinces from each of the 4 regions. Finally, step 3 utilised accidental sampling, where a group of samples was selected based on their experiences buying products from electronic commercial services. As a research instrument and the overall Cronbach’s alpha is 0.947. SPSS and Lisrel software were used to analyse the questionnaires. Frequency, Percentage, Mean, Standard Deviation, Multiple Linear Regression, Pearson Correlation, Measurement Model, and Structural equation model (SEM) were utilised for analysis. This study applied the developed linear-causal structural variable method and the results indicated that Social Media Impact has an impact on customer online purchasing with a factor loading of 0.67, whereas, social media factors have an indirect impact on satisfaction with a factor loading was 0.18. Therefore, it was concluded that social media marketing seems to influence consumer online purchasing decisions directly rather than indirectly. In addition, the results of the marketing mix had a factor loading of 0.54 on the consumer's online purchasing, whereas the results of the service quality had a factor loading of 0.32. In contrast, the factor loading for the influence of service quality on the consumer's online purchasing decision is 0.11. The results of the analysis indicate that Service Quality has an indirect influence on the customer purchase decision, whereas Customer Satisfaction has a direct effect. These two factors are dependent on one another and the result is that Service Quality has a statistically significant impact on the customer purchase decision.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
The owner of the article does not copy or violate any of its copyright. If any copyright infringement occurs or prosecution, in any case, the Editorial Board is not involved in all the rights to the owner of the article to be performed.
References
Aday, L. A., & Andersen, R. (1975). Development of induces of Access to Medical Care. Health Administration Press.
Aydin, S., Ceylan, H. H., & Aydin, E. (2014). A research on reference behavior trend according to Horney’s personality types. Procedia - Social and Behavioral Sciences, 148, 680-685. https://doi.org/https://doi.org/10.1016/j.sbspro.2014.07.014
Behrens, S. J. (1994). A conceptual analysis and historical overview of information literacy. College and Research Libraries, 55(4), 309-322.
Binkley, M., Erstad, O., Herman, J., Raizen, S., Ripley, M., Miller-Ricci, M., & Rumble, M. (2012). Defining Twenty-First Century Skills. In P. Griffin, B. McGaw, & E. Care (Eds.), Assessment and Teaching of 21st Century Skills (pp. 17-66). Springer Netherlands. https://doi.org/10.1007/978-94-007-2324-5_2
Byrne, B. M. (1994). Structural equation modeling with EQS and EQS/Windows. CA: Sage Publications.
Constantinides, E. (2004). Influencing the online consumer's behavior: the Web experience. Internet Research, 14(2), 111-126. https://doi.org/10.1108/10662240410530835
Erkan, I., & Evans, C. (2016). The influence of eWOM in social media on consumers’ purchase intentions: An extended approach to information adoption. Computers in Human Behavior, 61, 47-55. https://doi.org/https://doi.org/10.1016/j.chb.2016.03.003
Hu, L. T., & Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. A Multidisciplinary Journal, 6(1), 1-55.
Jagongo, A., & Kinyua, C. (2013). The social media and entrepreneurship growth. International journal of humanities and social science, 3(10), 213-227.
Jean, R. J. B., & Kim, D. (2020). Internet and SMEs' internationalization: The role of platform and website. Journal of International Management, 26(1), 100690. https://doi.org/https://doi.org/10.1016/j.intman.2019.100690
Jeong, S., Jin, B., & Jung, S. (2019). The temporal effects of social and business networks on international performance of South Korean SMEs. Asia Pacific Journal of Marketing and Logistics, 31. https://doi.org/10.1108/APJML-08-2018-0326
Johnston, B., & Webber, S. (2003). Information Literacy in Higher Education: A review and case study. Studies in Higher Education, 28, 335-352. https://doi.org/10.1080/03075070309295
Keller, K. L., & Richey, K. (2006). The importance of corporate brand personality traits to a successful 21st century business. Journal of Brand Management, 14(1), 74-81. https://doi.org/10.1057/palgrave.bm.2550055
Kitapci, O., Bozpolat, C., & Dortyol, I. (2014). The Impact of Service Quality Dimensions on Patient Satisfaction, Repurchase Intentions and Word-of-Mouth Communication in the Public Healthcare Industry. Procedia - Social and Behavioral Sciences, 148, 161–169. https://doi.org/10.1016/j.sbspro.2014.07.030
Kotler, P. (1997). Marketing Management: Analysis, Planning, Implementation, and Control. Retrieved from https://books.google.co.th/books?id=r5duSQAACAAJ
Kotler, P. (2000). Marketing Management: The Millennium Edition. Pearson Prentice Hall. Upper Saddle River.
Kotler, P., Armstrong, G., Ang, S. H., Leong, S. M., Tan, C. T., & Yau, O. (2008). Principles of marketing: A global perspective. Prentice Hall.
Kumar, N., Scheer, L., & Kotler, P. (2000). From market driven to market driving. European Management Journal, 18(2), 129-142. https://doi.org/https://doi.org/10.1016/S0263-2373(99)00084-5
Liu, P., Zhang, K., Dong, X., & Wang, P. (2022). A Big Data-Kano and SNA-CRP Based QFD Model: Application to Product Design Under Chinese New E-commerce Model. IEEE Transactions on Engineering Management, 1-15. https://doi.org/10.1109/TEM.2022.3227094
Muangtum, N. (2022). Thailand Digital Stat 2022 By We Are Social. Retrieved from https://www.everydaymarketing.co/trend-insight/insight-thailand-digital-stat-2022-we-are-social/
Nadeem, W., Juntunen, M., Shirazi, F., & Hajli, N. (2020). Consumers’ value co-creation in sharing economy: The role of social support, consumers’ ethical perceptions and relationship quality. Technological Forecasting and Social Change, 151, 119786. https://doi.org/https://doi.org/10.1016/j.techfore.2019.119786
Oliver, R. L. (1980). Conceptualization and measurement of disconfirmation perceptions in the prediction of consumer satisfaction. Refining concepts and measures of consumer satisfaction and complaining behavior, 2-6.
Pullman, M. E., & Gross, M. A. (2004). Ability of Experience Design Elements to Elicit Emotions and Loyalty Behaviors. Decision Sciences, 35(3), 551-578. https://doi.org/https://doi.org/10.1111/j.0011-7315.2004.02611.x
Schiffman, L. G., & Kanuk, L. L. (1994). Consumer behavior. Prentice-Hall, Englewood Cliffs.
Seth, N., Deshmukh, S. G., & Vrat, P. (2005). Service Quality Models: A Review. International Journal of Quality & Reliability Management, 22, 913-949. https://doi.org/http://dx.doi.org/10.1108/02656710510625211
Steer, K., Garg, L., Prakash, V., & Gupta, V. (2019). SWOT Analysis of e-Marketing for e-Business. International Journal of Innovative Technology and Exploring Engineering (IJITEE), 8(3), 153-159.
Syafarudin, A. (2021). The Effect of Product Quality on Customer Satisfaction Implications on Customer Loyalty in the Era Covid-19. Ilomata International Journal of Tax and Accounting, 2, 71-83. https://doi.org/10.52728/ijtc.v2i1.204
Thomson, W. (2021). Survey results reveal that Thais had the highest online shopping rate in the world during the Covid-19 period. Retrieved from https://www.tcijthai.com/news/2021/19/scoop/11763
Walters. (1978). Adaptive management of renewable resources. New York: McGraw-Hill.
Wang, Y., Yan, Y., Huang, H., & Liu, X. (2019). Quality-sensitive training! Social advertisement generation by leveraging user click behavior. The Web Conference 2019 - Proceedings of the World Wide Web Conference, WWW 2019.
Weng, L., Huang, Z., & Bao, J. (2021). A model of tourism advertising effects. Tourism Management, 85. https://doi.org/10.1016/j.tourman.2020.104278
Yaseen, H., Alhusban, M., Alhosban, A., & Dingley, K. (2017). E-Commerce Adoption Model for Traditional Retailers in Developing Countries. International Journal of Infonomics, 20. https://doi.org/10.20533/iji.1742.4712.2017.0159
Zhu, Z., Zhao, J., & Bush, A. A. (2020). The effects of e-business processes in supply chain operations: Process component and value creation mechanisms. International Journal of Information Management, 50, 273-285. https://doi.org/https://doi.org/10.1016/j.ijinfomgt.2019.07.001