FACTORS INFLUENCING CONSUMER DECISIONS TO BUY PRODUCTS VIA MOBILE APPLICATIONS

Abstract

The purpose of this research was to study the factors influencing the decision to purchase products via mobile applications of consumers in Thailand. The samples used in this study were 400 people from social media groups by using cluster random sampling. Data was collected using the generated questionnaires with the validity and reliability tested. Statistics used in data analysis were frequency, percentage, mean and standard deviation, as well as the statistics used to test the hypothesis were Pearson correlation coefficient analysis and multiple regressions analysis. The results of the study revealed that online marketing mix factors in term of product, price, distribution channel, marketing promotion, personalization and privacy, overall were at high level. Moreover, the hypothesis testing results revealed that online marketing mix factors influenced purchasing decisions via mobile applications were marketing promotion (.000), product (.000), price (.015) and distribution channel (.046) while the aspect of personalization and privacy had no influence on the decision to purchase products via mobile applications of consumers. All online marketing mix variables could affect the decision to purchase products via mobile applications at 51.25 percent.