Perceptions, attitudes, and purchasing behavior of students at Nakhon Pathom Rajabhat University regarding the Temu application.

Abstract

This research aimed to 1) study the exposure to online advertising of the Temu application among students of Nakhon Pathom Rajabhat University, 2) study the attitudes and acceptance of technology towards the Temu application among students of Nakhon Pathom Rajabhat University, and 3) study the purchasing behavior of products made through the Temu application among students of Nakhon Pathom Rajabhat University. The sample consisted of 400 undergraduate students. Data were collected using questionnaires and analyzed using descriptive statistics, including percentages, means, and standard deviations. The research findings revealed that the majority of the sample were male (53.1%), mostly second-year students, totaling 142 individuals (34.1%). Regarding exposure and awareness, the sample showed a high level of exposure and awareness of Temu app advertisements (3.36%), primarily through social media exposure and following or clicking on ads, which was at the highest level (4.39%). Awareness of the Temu app itself was also high (4.49%), with the most perceived aspects being the value for money, product variety, and attractive promotions. In terms of attitudes and technological acceptance, the sample considered the Temu app highly attractive (4.45%), but its credibility was at a moderate level (3.65%). Regarding purchasing behavior, the sample had previously purchased goods through the Temu app and exhibited a high level of purchasing behavior (4.42%), with credibility being the most important factor (4.46%), followed by promotions (4.40%). However, regular purchasing behavior was at a moderate level (2.96%). The research findings indicate that... Although Nakhon Pathom Rajabhat University students have a positive attitude towards the Temu application in terms of ease of use, benefits, and attractive promotions, they have low trust in the application. Most exhibit trial purchase behavior through the Temu application, primarily motivated by promotions such as discounts and value-for-money prices. However, while consumers show a tendency towards repeat purchases and word-of-mouth recommendations, purchase behavior is not consistent, reflecting an opportunity for strategic development to increase usage frequency in the future.