อิทธิพลของปัจจัยการส่งเสริมการขายออนไลน์การยอมรับเทคโนโลยี แบบแผนพฤติกรรมที่มีต่อพฤติกรรมการซื้อสินค้าประเภทแฟชั่นทางเว็บไซต์ลาซาด้า

Abstract

This research aims to study the factors and online promotions that influence the decision to buy fashion products via Lazada website. The sample consisted of 384 consumers who have purchased fashion products on Lazada website. The tools used for data collection were a questionnaire. Most of consumers were female, aged 20-35 years, occupation wasa private employee, average monthly income between 10,000-30,000baht, educational attainment was bachelor's degree, single status and live in the Central Region. Most of consumers buy fashion products via Lazada website during 12.01 hours -2 PM, purchase products 2-3 times / month and the cost per time to buy fashion products via the Lazada website. Each time the amount was 200 - 400 baht. The Research found that the influence of factors on the purchase of fashion items on the Lazada website is of great importance. The most important aspect sorted in order in terms of marketing promotion and awareness of ease and benefit. Personal factors in terms of gender, age, occupation, average monthly income, educational attainment, Marketing Mix in terms of advertising and sale promotion, behavioral attitudes and intentions affects the behavior of buying fashion products on the Lazada website in terms of the time of preference to shop through Lazada, the frequency of purchasing products through Lazada and the average cost/time of using Lazada but marital status and residence were at significant of 0.05 level. and the influence on beliefs about the reference group, confidence in the application control system active attitude perceived benefit Perceived ease affects behavioral intentions were at significant of 0.05 level and these factors could explain the variation in attitude and behavioral intentions by 55.0%.