THE INFLUENTIAL FACTORS OF THE INTENTION TO USE SHOPEE APPLICATION, COMPARISON BETWEEN BANGKOK AND NAKHON-RATCHASIMA, THAILAND

Abstract

This research aims to study the factors affecting the intention to purchase products through the Shopee application of consumers. The case study compares two provinces in Thailand: Bangkok and Nakhon Ratchasima. The study uses the principles of the online marketing mix (6Ps) and the Howard-Sheth consumer behaviour model. Data collection was conducted using online questionnaires, with samples consisting of 400 Shopee application users from Bangkok and 400 Shopee application users from Nakhon Ratchasima. The study found that the online marketing mix factors affecting the intention to use the Shopee application differ between people in Bangkok and those in Nakhon Ratchasima. the research results came out, the accepted components of 6Ps online marketing by the participants from Bangkok was Promotion and Privacy. Meanwhile the Participants in Nakhon-Ratchasima accepted the component of Products and Place. In addition, the component of customers behaviour that was accepted by the participants from Bangkok was Attitude, Subject to norms, Confidence and Perception. While the Participants in Nakhon-Ratchasima only accepts the component of Confidence and Perception. Therefore, the analysis in this journal will discuss the factors impacting the intention to use the Shopee application and include recommendations for applying the research findings and suggestions for future research. Therefore, the data analysis in this journal will discuss the impact of factors affecting the intention to use the Shopee application, including recommendations for applying the research findings and suggestions for future research.