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Title: Online Purchasing Decisions by Consumersin Bangkok
Authors: Tarnittanakorn, Nittana 
Tubtimdang, Sunun 
Issue Date: 2012
Publisher: Chulalongkorn University Printing House
University of the Thai Chamber of Commerce
Source: Nittana Tarnittanakorn, Sunun Tubtimdang (2012) Online Purchasing Decisions by Consumersin Bangkok. University of the Thai Chamber of Commerce Journal Vol.32 No.2.
Journal: University of the Thai Chamber of Commerce Journal 
Abstract: The purpose of this study was to analyze the marketing mix, interface, and trust affecting online purchase decision by consumers in Bangkok. The multi-stage sampling technique together with questionnaires were used to collect data from 400 consumers who had purchased products via online channels. Multiple regression was implemented to analyze the data. The results showed that most of the respondents were female with bachelor degree. Most of them worked in private companies and they had used the internet for 4-6 years between the hours of 18.00 pm. to 24.00 am. The results also revealed that the marketing mix factors affecting the online purchase decisions of consumers in Bangkok at the statistically significant level of 0.05 were the products and channels of distribution, the interface feature of company profiles, the trust in service and duration of customer attention. However, a) the marketing mix of pricing and promotion, b) the interface of product information, payment, purchase, return, and preview of product images, and c) the trust factors of reliability, truth, and comprehension had no effect on the online purchase decisions of consumers in Bangkok.
ISSN: 0125-2437
Rights: This work is protected by copyright. Reproduction or distribution of the work in any format is prohibited without written permission of the copyright owner.
Appears in Collections:JEO: Journal Articles

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