ELEMENTS AFFECTING THE DECISION MAKING ON PURCHASING PRODUCTS FROM THE ONLINE APPLICATION IN BANGKOK METROPOLITAN REGION

Abstract

The purpose of this study was to study the elements that affect the purchase of products through online applications of consumers in the Bangkok metropolitan region. The sample used in the research was 400 consumers who buy products through online applications in Bangkok metropolitan region. Analyzed the statistical results according to the objectives of the research with statistical package for the social science. The results showed that the factors that affected the purchase decision through online applications of consumers in the Bangkok metropolitan area were statistically significant at the level of 0.05, with 4 components, in descending order, 1) Product elements, distribution channels, and technology adoption, 2) Safety and reliability, 3) Price, quality, and variety of products in the application, and punctuality in delivery, 4) Public relations elements. Communication with consumers and the reputation of the application in the study of differences in demographic factors. Different occupations affect the decision to buy products through online applications significantly differently.