FACTOR AFFECTING STUDENTS’ DECISION TO BUY PRODUCTS FROM THE SHOPEE AND LAZADA PLATFORMS
The objective of the study was to compare the factors such as personal factors, marketing factors and communication factors between Shopee and Lazada platforms that affect the buying decision from students in Bangkok. This study was the quantitative research using the questionnaire to collect data from sample group of college students in Bangkok. Data was analyzed by using average and Chi-square statistic to test the research hypothesis.
The finding indicated that most of the samples were female, age 19 years, with average income 5,000 -10,000 baht. Most of them have behaviors of buying products from the Shopee and Lazada platform around 1-3 times per month and they choose the price lower than 1,000 baht. According to hypothesis testing results, it was found that personal factor which was the different gender made different buying decision on Shopee platforms, without finding different decision on Lazada platform. While the income did not affect to the decision making of students, the marketing factors as well as communication factors affected to the students’ decision to buy product from Shopee and Lazada.