Research factors affecting the intention to buy consumer products by Lazada applications under the COVID-19 crisis in Bangkok

曼谷消费者在 COVID - 19 危机下的影响通过 LAZADA 在线申请购 买消费品的意愿的因素

Name: Paveeruk Korwisetpichit

LCSH: Consumers' preferences

LCSH: Electronic commerce -- Case studies

LCSH: Consumer behavior -- Case studies

LCSH: Consumer protection

Abstract: The objectives of this research to 1) study the consumers' purchasing behavior on Lazada application during the COVID-19 crisis in Bangkok, 2) investigate the levels of intention to buy products on Lazada application during the COVID-19 crisis in Bangkok, 3) examine the levels of perception of the benefits, enjoyment, convenience, price, and value to buy products on Lazada application during the COVID-19 crisis in Bangkok, and 4) study factors influencing benefits and the perception of enjoyment, price and value to buy products on Lazada application during the COVID-19 crisis. Data were collected from 400 consumers residing in Bangkok by using a questionnaire as a tool. The statistics used to analyze the data consisted of percentage, mean, standard deviation, analysis of multiple regression equations. The results showed that the samples were mostly female, aged between 21- 30 years old. Their education level was lower than a bachelor's degree. Their average income was more than 12,000 Baht per month, and most of them were employed. From the analysis of the factors influencing the consumers' behavior, it was found that there were two factors including price and enjoyment

Abstract: 本研究的目的是 1) 研究曼谷消费者在 Covid-19 危机下通过 Lazada 在 线应用程序通过 Lazada 在线应用程序购买消费品的购物行为。2) 研究使用 Lazada 在线应用程序进行购买的意向水平曼谷消费者在 Covid-19 危机下通过 Lazada 在线应用程序购买的消费品。3) 了解好处享受感轻松感价格感知和价 值感知 在曼谷消费者的 Covid-19 危机下，通过在线应用程序 Lazada 购买消 费品 4) 研究对收到的感知利益的影响。享受感轻松感价格感知和价值感知 在 Covid-19 危机下，曼谷 400 名消费者使用问卷作为收集数据的工具，通过 在线应用程序 Lazada 购买消费品。用于分析数据的统计量包括百分比、平均 值、标准差。和多元回归方程的分析。 结果表明，样本特征多为女性。年龄在21-30 岁之间，文化程度低于学 士学位。 平均月收入超过12,000 泰铢，其中大部分是有工作的。通过在线应 用程序影响设置使用行为的因素研究结果 Lazada 消费者在 Covid-19 危机下购 买消费品的情况表明，有两个因素对消费者使用 Lazada 在线应用程序在线购 物的行为产生积极影响：影响最大的因素是价格感知，其次是感知享受。

Rangsit University. Rangsit University Library

Address: PATHUM THANI

Email: rattanapornn@rsu.ac.th

Name: Yang Shuchen

Role: Advisor

Created: 2024

Modified: 2568-07-30

Issued: 2025-07-30

วิทยานิพนธ์/Thesis

application/pdf

chi

Spatial: Bangkok

DegreeName: Master of Business Administration

Level: Master's Degree

Descipline: Business Management

Grantor: Rangsit University

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