RESEARCH FACTORS AFFECTING THE INTENTION TO BUY CONSUMER PRODUCTS BY LAZADA APPLICATIONS UNDER THE COVID-19 CRISIS IN BANGKOK

Abstract

Abstract

At the Covid pandemic crisis circumstance. Most of people has stick in their home for both self-protective or Government pandemic protection policy affect to the customer changing behaviors purchasing the consumer product from regular shopping to online- shopping via the popular application which on the market. The research aims to study the behavior and factors affecting the purchasing decision in Lazada application. A survey questionnaire was used with a total 400 samples. This research using the Descriptive statistical concept.

The objectives of is purpose to 1) study the consumer’s purchasing behavior on Lazada application during the COVID-19 crisis in Bangkok, 2) investigate the levels of intention to buy products on Lazada application during the COVID -19 crisis in Bangkok, 3) examine the levels of perception of the benefits, enjoyment, convenience price, and value to buy products on Lazada application during the COVID-19 crisis in Bangkok, and 4) study the influencing benefits and the perception of enjoyment, price and value to buy products on Lazada application during the COVID -19 crisis. Data were collected from 400 consumers residing in Bangkok by using a questionnaire as a tool. The statistics used to analyze the data consisted of percentage, mean, standard deviation, analysis of multiple regression equations. The purpose of this research to determine and study about behavior of consumer on the consumer product during COVID-19 crisis. In order to be the benefit to the seller information. According to the research summary: The result show that the highest are female age of 21– 30-year-old general employee, the monthly income of more than 12,000baht with education level lower than a bachelor's degree. Moreover, the result shows that the decision of customer is product pricing are the most influent effect