BUSINESS INNOVATIONS IN THE DIGITAL ECONOMY THAT AFFECT ONLINE SHOPPING BEHAVIOR AND THE TREND Of FUTURE SERVICE USAGE AMONG CONSUMERS IN BANGKOK, THAILAND
Issued Date
2022-01-01
Resource Type
eISSN
21460744
Scopus ID
2-s2.0-85138809820
Journal Title
International Journal of eBusiness and eGovernment Studies
Volume
14
Issue
2
Start Page
148
End Page
165
Rights Holder(s)
SCOPUS
Bibliographic Citation
International Journal of eBusiness and eGovernment Studies Vol.14 No.2 (2022) , 148-165
Suggested Citation
Pahasing B., Girdwichai P., Kulwanich A., Siriyanun S., Thithathan S. BUSINESS INNOVATIONS IN THE DIGITAL ECONOMY THAT AFFECT ONLINE SHOPPING BEHAVIOR AND THE TREND Of FUTURE SERVICE USAGE AMONG CONSUMERS IN BANGKOK, THAILAND. International Journal of eBusiness and eGovernment Studies Vol.14 No.2 (2022) , 148-165. 165. doi:10.34109/ijebeg.202214128 Retrieved from: https://repository.li.mahidol.ac.th/handle/20.500.14594/84364
Title
BUSINESS INNOVATIONS IN THE DIGITAL ECONOMY THAT AFFECT ONLINE SHOPPING BEHAVIOR AND THE TREND Of FUTURE SERVICE USAGE AMONG CONSUMERS IN BANGKOK, THAILAND
Author's Affiliation
Other Contributor(s)
Abstract
This research examines company developments in the digital economy that influence Bangkok customers' online purchasing behavior and future service consumption trends. The sample group for this study consisted of 400 individuals who have bought online in Bangkok. Data were collected via questionnaires and analyzed using frequency %, mean, standard deviation, and multiple regression analysis. According to the study's findings, individual business innovations, including staff, processes, products, and technical level, boost purchase frequency by an average of four times per month. The average cost per trip is approximately 125 Thai Baht. As for the hypothesis testing, it was determined that business innovation products and processes affect online shopping behavior in terms of cost per time with a significance level of.01, and that innovations in technology and products affect online purchase frequency (times/month) with a statistically significant level of 0.1, and that online shopping behavior cost per time and purchase frequency (times/month) are related to the trend of using the service for future purchases and refinancing