Factors Affecting Repeat Buying Decisions of Working Age Consumers via Shopee Application in Pathum Thani Province

Abstract

This study the objectives are to 1) to study the factors affecting the purchasing decision of the working-age consumers through the Shopee application in Pathum Thani Province; 2) to study the factors of the marketing mix that affect the Re-purchasing decisions of working-age consumers via Shopee application in Pathum Thani Province; 3) to study the factors of the Service Quality that affect the Repurchasing decisions of working-age consumers via Shopee application in Pathum Thani Province. The sample group in this study was working-age consumers aged 18-59 who had a Shopee application. And have had an experience of repurchasing products through the Shopee app In Pathum Thani Province, the sample size was 400 people. The research tool was a questionnaire. The statistics used were percentage, mean and standard deviation. The results of the research were as follows: Most of the consumers are female. They are in the range of 20-30 years old, have a single status, have a bachelor's degree. Career And have an average income at 10,001-20,000 baht 1) Classified by online marketing mix factor (6Ps) overall was at a high level. At a high level in all aspects as follows: Product, Marketing Promotion, Distribution, Distribution Channels, privacy, specific service and price respectively. 2) Classified by quality factor of service (Service Quality) in the overall level was at a high level. At a high level in all aspects as follows: Customer Understanding, Sense of Touch, Ability to Satisfy Demand, Reliability and Reliability respectively.