THE RELATIONSHIP OF SOCIAL MEDIA BEHAVIOR TOWARD ONLINE SHOPPING STORE DECISIONS OF UNDERGRADUATE STUDENTS IN BANGKOK

Sittikorn Sarik, Nattatida Paenloi, Panida Ninaroon, Cholpassorn Sitthiwarongchai

ABSTRACT:

This research aims to study: 1) the social media behavior, 2) the decision to buy products through the online shopping store and 3) the relationship between social media behavior and the decision to buy products through online shopping store. The sample group was 400 undergraduate students in Bangkok who used to buy products through online shopping store. The tool for data collection was a questionnaire. The statistics for quantitative data analysis were percentage, mean, standard deviation and Pearson Correlation. The results showed: 1) the most of social media behavior to follow the searching for information, 2) the most of the decision to buy products through the online shopping store to follow the repeat purchase behavior when receive news about the products from social media and 3) the social media behavior correlated positively with decision to buy products through the online shopping store in term of purchase intention the most at the level of significance 0.05. Therefore, online shops can apply this research findings to maintain constant communication of new product that is the important factors to influence consumer’s purchasing decision.

KEYWORDS: Social Media Behaviour, Online Shopping Store Decisions, Undergraduate Students in Bangkok

DOI: 10.62788/T4u5J2n1Xk

PUBLISHED IN: ICMIESS 2023 Conference Proceedings

DATE OF CONFERENCE: 1st - 2nd MAY 2023

CONFERENCE LOCATION: OKINAWA, JAPAN

PUBLISHER: EDUCATION STUDIO (THAILAND) CO., LTD.

ELECTRONIC ISBN: 978-616-7901-68-8

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