ผลกระทบของบริการอินเทอร์เน็ตความเร็วสูงผ่านทางโครงข่ายโทรศัพท์เคลื่อนที่ที่มีต่ออุตสาหกรรมโฆษณาและพาณิชย์อิเล็กทรอนิกส์

Abstract

This study investigates and analyses the behavior of using m-Commerce via mobile broadband in 5 issues. They are buying decision after seeing online advertisement, value and frequency of usinge-Commerce via fixed broadband and m-Commerce via mobile broadband, the decision to buy goods by m-Commerce, the target group of price comparison and information update, and factors that drive customers into the impulse economy. In this study, it collects 437samples by online questionnaire. It analyses the data by several econometrics models such as Logit, Tobit, Ordered Logit and Poisson regression. The results reveal that customers’ characteristics especially gender, age and income, types of goods, channels of advertisement and perceptions of advantages and disadvantages of m-Commerce are factors determining the behavior of using m-Commerce via mobile broadband.