The Positive influence of purchase intention factors on Shopee of Thai students in Chiang Mai

Abstract

This study aims to explain the beneficial factors influencing consumers' purchasing intentions on Shopee in Chiang Mai, Thailand. The goals of this article are as follows: 1. To study the causal factors that influence intention. This study uses quantitative research methods to obtain a sample group of 265 students who have purchased goods on Shopee and are consumers living in Chiang Mai, Thailand, through quota sampling. The data tool was an online questionnaire. Structural equation modelling was used in the data analysis. Research results found that 1) The developed causal relationship model consists of 7 aspects: 1. perceived value, 2. trust, 3. ease of use, 4. social media, 5. logistics services, 6. promotion, and 7. purchase intention. The model agrees well with the empirical data: CMIN/DF = 0.534, GFI = 0.998, CFI = 1.00, NFI = 0.995, RMSEA = 0.00, TIL = 1.034, and RMR = 0.010, indicating that the variables in the model can explain the positive impact of purchase factors. 2) The trust factor has the most significant positive impact on college students in Chiang Mai, Thailand, purchasing goods on Shopee, followed by 1. logistics services and 2. promotion. Other factors include value perception, ease of use, and social media, which significantly indirectly affect purchase intention through trust. Therefore, Shopee can put trust, logistics services, and promotion as its primary work, tailor its user interface and marketing strategy to resonate with local culture, enhancing user engagement and trust to obtain more stable young consumers.