Volume 19, No. 2, 2022

Antecedents Influencing Of The Commodity Shopping Decisions On Social Media Online In Bangkok Metropolitan


Chonlada Srisuwan , LTG. Tawee Jamjumrus , Chayaporn Tanaboriboon

Abstract

The commodity business has shifted from traditional product ordering to more online social media. Entrepreneurs who do not adapt to the new business operation will face problems and may not be able to continue in business. The objectives of this research were to: 1) study the level of importance of commodity shopping decisions via online social media in Bangkok; 2) study the credibility of entrepreneurs, the quality of websites and applications, online marketing strategy, and service standards that casual influence the decision to buy consumer goods via online social media; and 3) develop a model of the commodity shopping decision on online social media. This research employed a mixed research methodology, combining quantitative and qualitative research methods. In quantitative research methods, stratified random sampling was employed in this study. The strata were consumers from six areas in the Bangkok Metropolitan. The sample size consisted of 400 people and was calculated by 20 times the empirical variable. A structural equation model was used to analyze the data after the questionnaires were distributed. For the qualitative research method, in-depth interviews were conducted with 15 key informants. The results of the research showed that: 1) the commodity shopping decisions on social media, the credibility of the entrepreneurs, quality of websites and applications, online marketing strategy, and service standards were rated at the highest level; 2) the quality of websites and applications had the greatest overall influence on commodity purchasing decisions on social media, followed by entrepreneurs credibility, online marketing strategy, and service standards, respectively; and 3) obtained a model for commodity shopping decisions on social media online. The chart model consisted of the quality of websites and applications that have the most overall influence, located at the bottom of the chart as the "push base." The credibility of entrepreneurs and online marketing strategies were in the center as support factors, and service standard was located at the top of the chart as the promotion factor. In addition, the commodity shopping decisions on social media needed to have up-to-date websites and applications, a wide range of product groups, a variety of payment options, and fast and safe delivery. The results of this research are useful to commodity entrepreneurs, who are critical to self-adoption by incorporating an online social media system into their business, and the government sector has used it to expose entrepreneurs to sustainable prosperity that benefits the country's economy.


Pages: 3667-3675

Keywords: Shopping Decisions / Commodity / Social Media Online

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