On-Line Purchasing Decision Behavior

Supakorn Iamamporn & Dr. Yaowapa Pathomsirikul

Rajamangala University of Technology Suvarnabhumi, Thailand

Eastern Asia University Thailand

Abstract: This study is a survey research. The proposed of the study were (1) the on-line purchasing decision behavior (2) the factors that influence to the on-line purchasing decision behavior. This research is using not only quantitative research but also qualitative research (mixed method). The population was undergraduate students. A simple random sampling was obtained from a bachelor's degree students of Rajamangala University of Technology Suvarnabhumi. The questionnaire consists of both closed-ended, and open-ended questions. An in-depth interview conducted with five frequent users for exploration of their ideas, recommendations, and comments. The data collected from 400 correspondents who have experienced in on-line purchasing. Then analyzed using statistical software. The statistical techniques include frequency, percentage, arithmetic means, and standard deviation. The study found that, most of the respondents were female. Study in Faculty of Business and Information Technology. Their expense between 140-280 USD per month. The main reason for a decision to purchasing online is the services are available 24/7. The frequency of purchase is two times per month. Most of the purchase ordered are clothing and dressing. The average cost between 30-60 USD per ordered. They make the purchase decision by themselves. The most influence factor to the on-line purchasing decision is the product. Follow by the distribution, price, and promotion.

Keywords: On-line, Purchasing, Decision, Behaviour.