PURCHASING DECISION OF THAI ONLINE SHOPPERS FOR SPORT PRODUCTS
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Abstract
The objective in the mixed method research were to study and compare consumer’s decision - making to purchase sports products online in different generations and the interactions between gender, education, income, and generations of consumers that influence purchasing online sports products. This research was conducted by questionnaires and depth interviews as a data collection tool. A total of 412 respondents who had purchased sports products online, including Shopee and/or Lazada, were collected from in-depth interviews with key informants, including consumers who had purchased sports products online, with data obtained from two people in each generation. The statistics used to analyze the data were percentage, mean, standard deviation, One - Way ANOVA and Two - Way ANOVA, and analyze the content.
The study was found that:
- The decision to purchase sports products via online channels of consumers from 4 generations, namely Baby Boomers, Generation X, Generation Y, and Generation Z was at high level.
- Consumers in different generations had a significant difference in purchasing decisions of online sports products at a .05 statistically significant level. When considering the comparison of the decision to purchase sports products via online channels of consumers It was found that there were a statistically significant difference at the .05 level in 6 styles:
1. Brand Conscious, 2. Novelty Fashion Conscious, 3. Recreational Shopping Consciousness,
4. Impulsiveness, 5. Confused by Over – Choice, 6. Celebrity Endorsement. However, the other 3 styles: 1. Perfectionist, High - Quality Conscious, 2. Price – Value – Conscious, 3. Habitual and Brand Loyalty had no differences between generations. - Gender, Education, Income and Generations of consumers had interaction that resulted in a statistically significant difference in purchasing decisions for online sports products at the .05 level.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
The published article is a copyright of the Academic Journal of Thailand National Sports University. The passage appeared in each article in this academic journal is a perspective of each author which is not related to the journal. Each author is required to be responsible for all components of his/her own article. If there are any mistakes, each author must be responsible for those mistakes on his/her own.
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