Factors of Online Platform Utilization Affecting the Purchasing Decisions of Generation Y Consumers in Kamphaeng Phet Province
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Abstract
This research aims to: 1) examine the purchasing behavior of Generation Y consumers in Kamphaeng Phet Province through online platforms and social media channels, 2) investigate online platform usage factors influencing the purchasing decisions of Generation Y consumers in Kamphaeng Phet Province, and 3) compare online platform usage factors affecting purchasing decisions among Generation Y consumers in Kamphaeng Phet Province according to their occupational backgrounds. The study employed a survey methodology utilizing a structured questionnaire administered to a sample of 324 Generation Y consumers in Kamphaeng Phet Province who have made purchases through social media marketing channels. The sampling technique employed stratified random sampling, and data analysis incorporated descriptive statistics including percentages, means, standard deviations, and analysis of variance. The findings reveal that: 1) Generation Y consumers' online purchasing behavior demonstrates a preference for social media platforms, with Shopee and TikTok emerging as the most frequently utilized platforms. Purchase frequency patterns indicate 1-2 purchases per month and 3-5 purchases per month as predominant behaviors, with expenditure ranges of 500-1,000 baht per transaction. The most commonly purchased product categories comprise household items and health-related products. 2) Platform usage factors influencing Generation Y consumers' purchasing decisions in Kamphaeng Phet Province demonstrate an overall high level of influence, with data security and transaction safety ranking highest, followed sequentially by comprehensive service information, aesthetic platform design, complete product information, platform user-friendliness, and engaging content creation. 3) Generation Y consumers in Kamphaeng Phet Province with different occupational backgrounds exhibit statistically significant differences in their perceptions of all platform usage factors influencing purchasing decisions at the 0.05 significance level.
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