Motivation for Using Digital Media on Online Product Applications Affecting Online Shopping Behavior and Choice of Delivery Service Providers of Gen-Y in Bangkok
Keywords:
Applications, Online Shopping Behavior, Digital Media, Motivation, Gen-YAbstract
The objective of this research is to study the motivation for using digital media on online shopping applications of Generation Y in the Bangkok area and their online shopping behavior and selection of delivery service providers. From the applications of Generation Y in Bangkok from online purchases in the Shopee and Lazada applications and personal factors that influence behavior in selecting service providers. Receive and deliver parcels for the Generation Y group in Bangkok from online purchases in the application. The sample population used in this research is 400 people from Generation Y in the Bangkok area. Quantitative research was conducted using a one-time survey using questionnaires as a data collection tool. The sample group has online purchasing behavior and choosing a parcel delivery service provider to deliver products online in the application. Statistics for analysis were percentage, and Chi-square.
The results of the research found that the behavior of buying products online from applications of the Generation Y group depends on their motivation to use digital media on online product applications with a sig value lower than 0.05. It is statistically significant at the 0.05 level, with details of behavior in 6 areas as follows: 1) Online purchasing behavior in terms of the type of products purchased online is related to overall motivation. It was found that baby items and toys the most. 2) Behavior in terms of time spent using digital media in online product applications to make purchasing decisions that is most related to overall motivation was found during travel. 3) Behavior regarding the amount of time spent using digital media in online product applications to make purchasing decisions that is most related to overall motivation was found to be 15-30 minutes. 4) Behavior regarding the frequency of visiting stores. Official Shop (Official Shop) on online product applications that has a relationship with overall motivation was found. Visit the store 1-4 times per month at most. 5) The average value behavior per item purchased in the online shopping application is related to overall motivation. It was found that the average product price per item is 1001- 5000 baht at the most 6) Behavior in activity areas in online product applications that is related to overall motivation was found View products on the Mall page of applications such as Laz Mall, Shopee Mall the most, and view the page giving out coupons and discount codes for products in order to use coupons to continue shopping in the application later, the second most, and the results The research found that the behavior of choosing a shipping service provider depends on the motivation to use digital media in online product applications with a sig value lower than 0.05, therefore, it is statistically significant at the 0.05 level.
The results of the research found that the behavior of choosing a shipping service provider is 1) the delivery time of goods in the country used to make purchasing decisions, 2) the complete safety of the goods delivered from the shipping service provider. Products in the online shopping application 3) Service charges for shipping products packed in small boxes(s) to products packed in medium sized boxes(m) by domestic delivery in the shopping application. Online, all 3 aspects depend on the personal factors of income of the Generation Y group with a sig value lower than 0.05 and therefore are statistically significant at the 0.05 level.
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