Causal Factors Affecting Decision Making Via Flash Sales Products Applications in Bangkok

Abstract

The objectives of this research (1) were to study the behavior of buying flash cell products from an application in Bangkok. (2) to study the causal factors affecting the decision to buy flash cell products from applications in Bangkok . This study was quantitative research that used questionnaire for collecting data. The samples were 354 consumers aged 18 years and over who ever bought flash sales in Bangkok, The statistics used for data analysis were percentage, mean and standard deviation. Structural equation modeling analysis by Smart PLS3.0. The results of the study found that 354 respondents, mostly female, aged 18-24 years, have some level of education or are currently studying. Most of them are at the bachelor's level. Occupation as a student/student have monthly income 10,001-20,000 baht or less, having single status in terms of buying behavior in flash sales Most of them buy 1-2 times and shop between 12.00-5.59 p.m. The most frequent shopping application is Shopee. The most frequently ordered product category is clothing and costume. The findings showed results from structural model, it was found that Motivation has a positive influence on brand image. Ad perception has a positive influence on brand image. Motivation has a positive influence on flash sales decisions. Advertising perception has a positive influence on flash sales decisions, brand image has a positive influence on flash cell purchase decisions. with a statistically significant level of 0.01