FACTORS IN CONSUMER DECISINE TO PURCHASE EIECTONIC NOVELS (E-BOOK)

Abstract

This research article aims to Study the decision factors for purchasing electronic fiction books by consumers. and compare and contrast the decision to purchase electronic novels based on different personal factors. Quantitative research. The sample group includes consumers who have experience using the service of electronic novels (E-Books) by communicating through social media channels (Facebook, fiction review group, number of 400 people Calculated from W.G. Cochran's sample size unknown formula. Research tools include questionnaires, data collection by answering questionnaires via social media, research statistics and data analysis. These include 1) Descriptive statistics, namely frequency, percentage, mean, and standard deviation. 2) Inferential statistics, namely t-test and F-test. The research results found that Factors in deciding to purchase e-fiction books through all channels It can be summarized as follows: 1) General information: Most are female. Are between 26 - 35 years old, are employees of a private company, have a bachelor's degree and have an income between 10,001 - 20,000 baht. 2) Opinions of the population regarding the decision-making factors for purchasing electronic novels, 5A Marketing Principles. Overall, the opinions were at a high level. It is considered that e-fiction books must be easy to find and easily accessible through all channels, including advertising that creates awareness and arouses interest, giving great importance to awareness in making purchasing decisions. Comparative results of decision factors for purchasing electronic fiction books. Different factors affect different personal factors. Age is not significantly different. And the decision to purchase different electronic novels affects personal characteristics such as age and educational level. Occupation and income are significantly different at the .01 and .05 levels.