Factors Influencing Online Purchasing Behavior of Generation Z Consumers in Maung UbonRatchathani

Abstract

The objectives of this research were 1) to study online purchasing decision of generation Z consumers in MaungUbonRatchathani and 2) to study factors influencing online purchasing behavior of generation Z consumers in MaungUbonRatchathani. The populations were students lived in MaungUbonRatchathani, age between 15-21, and purchased products online. The sample were 400 students. Tool used in this research was 4 parts of questionnaires which were 1) demographics factors2) behavior of online purchasing3) marketing mix factors and 4) decision to purchase goods online.The research results show as follow:1) the overall result of online purchasing decision of generation Z consumers in MaungUbonRatchathani were at high level, sorted in descending order in the following; the marketing channel was interesting, product presentation and goods and service.2) the factors influencing online purchasing behavior of generation Z consumers in MaungUbonRatchathani consisted of 4 factors that were process, product presentation, price and channel.