Journal of KMITL Business school

FACTORS INFLUENCING GENERATION Z CONSUMERS' LOYALTY TOWARDS E-MARKETPLACE PURCHASES OF APPAREL AND ACCESSORIES: A STUDY IN CENTRAL THAILAND

2023-06-07T15:34:19+07:00

This research investigates the loyalty level of Generation Z consumers in the central region of Thailand towards purchasing apparel and accessories through E-Marketplace channels. The study aims to achieve three specific objectives: (1) to compare loyalty levels among different demographic groups, (2) to examine the impact of technology acceptance factors on loyalty, and (3) to investigate the influence of electronic service quality factors on loyalty. The sample comprised 400 Generation Z consumers who had made purchases of apparel and accessories through E-Marketplace channels. Data analysis involved descriptive statistics, T-tests, one-way analysis of variance, and multiple linear regression. The findings indicate that demographic characteristics play a role in influencing loyalty levels, with variations observed among different groups. Furthermore, perceived ease of use, attitude towards use, and risk perception emerged as significant factors influencing loyalty towards E-Marketplace purchases of clothing and accessories by Generation Z consumers in the central region. Additionally, performance factors such as system availability, compliance, privacy, responsiveness, and compensation were identified as significant factors influencing loyalty in the context of E-Marketplace purchases of apparel and accessories by Generation Z consumers.

Based on these findings, businesses should carefully consider these factors when developing marketing strategies for E-Marketplace channels, aiming to enhance loyalty and customer satisfaction among Generation Z consumers.

PERCEIVED RISK AND TRUST INFLUENCING ON e-WOM, SATISFACTION, AND BUYING DECISIONS THROUGH SHOPEE APPLICATION FOR GEN Y CONSUMERS IN BANGKOK

2023-06-28T16:15:08+07:00

The objectives of this research is to study the factors of perceived risk, and trust influencing e-WOM, satisfaction, buying decisions through Shopee application. The sample in this research includes 400 people, mostly female, aged between 25-29, an average monthly income 10,000-20,000 Baht, an occupation company employee. The result of hypothesis testing revealed the following: perceived risk influence satisfaction factors except understanding. trust influence satisfaction factors. perceived risks influence of purchasing decisions of Gen Y consumers in Bangkok. trust has an influence on purchasing decisions of Gen Y consumers in Bangkok. Satisfaction influence electronic word-of-mouth communication and electronic word-of-mouth influence purchasing decisions of Gen Y in Bangkok through the Shopee application.

ADVERTISING BY FAMOUS PEOPLE , LIFESTYLE AND TECHNOLOGY ACCEPTANCE THAT AFFECTS ONLINE CONSUMER BEHAVIOR AND DECISION TO BUY FASHION PRODUCTS THROUGH ONLINE NETWORKS INSTAGRAM OF UNDERGRADUATE IN BANGKOK

2023-07-06T09:39:52+07:00

The purpose of this research is to study advertising by famous people, and the factors of lifestyle and technology acceptance that affects online consumer behavior and decisions to buy fashion products through the online network Instagram of undergraduate students in the Bangkok metropolitan area. The samples in this research consisted of 400 undergraduate students in the Bangkok metropolitan area who decided to buy fashion products through Instagram online. The results of the study revealed the following: (1) most of the respondents were male, aged 21-23 years old, with average monthly income 10,001-15,000 Baht, and in the fourth year of a Bachelor's degree; (2) opinion levels on advertising by famous people, lifestyle, technology acceptance, online consumer behavior and purchasing decisions were at a high level; (3) the factors of advertising by famous people included trustworthiness, expertise and similarity influence online consumer behavior of undergraduate students in the Bangkok metropolitan area; (4) lifestyle influence on online consumer behavior of undergraduate students in the Bangkok metropolitan area; (5) technology acceptance, including perceived benefits, ease of use, intention to use, attitude toward using and actual use influenced online consumer behavior; (6) advertising by famous people in terms of trustworthiness, expertise and similarity influenced decisions to buy fashion products through the online Instagram network; (7) lifestyle influence the decision to buy fashion products through the online Instagram network of undergraduate students in the Bangkok metropolitan area; (8) technology acceptance included perceived ease of use, intention to use, perceived risk and attitudes towards using influence the decision to buy fashion products through the online Instagram network; (9) online consumer behavior including online emotions, effectiveness of information content and online entertainment influenced decisions to buy fashion products through an online Instagram network.

ELECTRONICS WORD-OF-MOUTH, SOCIAL MEDIA INFLUENCERS, AND ATTITUDES TOWARD SOCIAL MEDIA INFLUENCERS INFLUENCING PURCHASING DECISION AND BRAND EQUITY ON THAI FACIAL SKINCARE OF GENERATION Y CONSUMERS IN BANGKOK

2023-07-10T09:46:41+07:00

The objectives of this research to study the factors of electronics word of mouth (EWOM), social media influencers, and social media influencers' source credibility influencing purchasing decision and brand equity of Thai facial skincare brands in Bangkok Metropolitan. The sample in this research included 400 generation Y people in Bangkok Metropolitan who have used Thai facial skincare. The respondents mostly are female private company employee who have bachelor's degree, and earn around 30,001 – 45,000 baht per month. The results of hypothesis testing revealed that social media influencers' source credibility and brand equity influence purchasing decision of Thai facial skincare brands. In addition, electronics word of mouth (EWOM), social media influencers, and social media influencers' source credibility influence brand equity of Thai facial skincare brands.

Creative Economy Strategies, Entrepreneur Characteristics and External Environment Affecting The Success of Durian Exporting in Chumphon Province

2023-06-26T11:31:51+07:00

The objectives of this research were the following 1) to study creative economy strategies, entrepreneur characteristics, the external environment and the success of durian exporting in Chumphon province, 2) to analyze creative economy strategies that affect the success of durian exporting in Chumphon province, 3) to analyze entrepreneur characteristics that affect the success of durian exporting in Chumphon province, and 4) to analyze the external environment that affect the success of durian exporting in Chumphon province. The samples were collected from all the 392 entrepreneurs who have received GMP (Good Manufacturing Practice) is a food safety control system It is to control the products to be safe in every step. certification and registered as a certified packing house with Plant Standard and Certification Division. The research instrument that used collected data was a questionnaire. The statistics that used in this research were the descriptive statistical analysis such as percentage, mean, standard deviation, and the inferential statistical analysis was using multiple regression analysis.
The results of the study found that 1) Creative economy strategy, entrepreneur characteristics, external environment and the success of durian exporting were average is at a high level. 2) Creative economy strategy in terms of product differentiation strategy and partnership strategy had positive impacted on the success of durian exporting at a significant level of 0.01 3) Entrepreneur characteristics in terms of innovative, risk-taking and proactive had positive impacted on the success of durian exporting at a significant level of 0.01 4) External environment in terms of economic social and culture had positive impacted on the success of durian exporting at a significant level of 0.01.

Factors of marketing mix on affect to behavior's consumer decision for Construction Contractors in Nakhon Pathom municipality

2023-05-29T08:48:49+07:00

The objectives of this research were to study 1) the marketing mix factors for choosing behavior's consumer decision for Construction Contractors in Nakhon Pathom municipality, 2) he decision to choose the behavior's consumer decision for Construction Contractors, 3) he decision comparison on the the decision comparison on the behavior's consumer decision for Construction Contractors by the establishment, 4) the relationship between the marketing mix factors and the decision to choose the behavior's consumer decision for Construction Contractors. This research used a sample group, a population of 400 Gen Y adolescents in Nakhon Pathom Municipality. The questionnaire as a tool to collect data in research by used statistics of percentage, mean, standard deviation in analysis of data and were analyzed using descriptive statistics including percentage, mean, inferential statistics of t-test and F-Test (One-way ANOVA), Pearson’s product-moment correlations, and multiple regression analysis. The results of research revealed that 1) Information of construction business establishments in the area of Nakhon Pathom municipality Nakhon Pathom Province, it was found that most of the respondents were limited companies. representing 74.30%, is a limited partnership, representing 25.70% and found that most of the respondents were limited companies with less than 15 years of establishment, representing 46.60%, the number of employments was less than 50 people, representing 34.40%, 5 to 10 million baht of the registered capital, 1 to 5 million baht of the value of the factory extension per year, representing 29.00% and the decision maker over the purchasing decision was the company owner. Overall, the average marketing mix factors for choosing the Construction Contractors and he decision to choose the factory extension contractor were at a high level and moderate level respectively.2) percent with the reason for the marketing mix on affect to behavior's consumer decision for Construction Contractors It was found that users made the decision to to choose the choosing behavior's consumer decision for The Service Product ( x̅ = 4.67) at 3) Marketing mix factors affecting the decision-making behavior of construction business operators is at the highest level ( x̅ = 4.75) and 4) the relationship between the marketing mix factors affecting the decision-making behavior of construction business operators was found that, in general, it was in the same direction at the high level (r = 0.700) with statistical significance at the level. 0.05

Using behavior of utensil sterilizers among users in Eastern Thailand's food courts

2023-10-26T14:17:44+07:00

The objectives of this research were 1) to study the users’ behaviors on the use of utensil sterilizers at food courts in the eastern part of Thailand, 2) to compare the users’ behavior on the use of utensil sterilizers at food courts in the eastern part of Thailand, categorized by demographic characteristics, and 3) to investigate the confidence factors that influence the users’ behaviors on the use of utensil sterilizers at food courts in the eastern part of Thailand. The research sample consisted of 400 users of utensil sterilizers at food courts in the eastern part of Thailand. All participants have used utensil sterilizers at least once in the past three months at a food court, where established in department stores, hospitals, universities, and factories. Descriptive statistics, including frequency, percentage, mean, and standard deviation were employed to analyze the data. In addition, inferential statistics, that include T-tests, one-way analysis of variance, and multiple linear regression analysis, were then applied. The results revealed that differences in age, educational level, occupation, and average monthly income associated with the frequency of the use of utensil sterilizer. Furthermore, confidence factors affecting the frequency of the usage were physical and usability aspects. In light of these findings, service providers seeking to increase the usage of utensil sterilizers should consider product development, that encompasses the aspects of usability, appearance, size, weight, and price. Additionally, strategic marketing initiatives should be designed to target different groups of users and promote the benefits of using these utensil sterilizers. This approach aims to raise awareness, understanding, and the significance of employing these devices.

Economic Factors Affecting Foreign Direct Investment in Thailand

2023-10-30T15:51:24+07:00

This study aims to (1) examine economic factors affecting foreign direct investment in Thailand and (2) investigate the relationship between economic variables affecting foreign direct investment in Thailand using time-series secondary data. The data is annual and spans from B.E. 1997 to 2565. We will analyze it in the form of a complex regression equation with the least squares method. Independent variables include gross domestic product, inflation, trade balance, minimum labor wage rate, unemployment rate, loan interest rate, exchange rate, and foreign direct investment value in Thailand.

The study's results indicate that gross domestic product has the most significant impact on foreign direct investment in Thailand, followed by inflation and the minimum labor wage rate. These factors are directly related to the value of foreign direct investment in Thailand. The findings from this study can benefit all sectors by improving the direct investment promotion policy to attract more investment to Thailand. It can serve as a guideline to enhance the investment environment in Thailand, such as fostering the development of gross domestic product through infrastructure development, supporting the tourism industry, establishing additional economic zones, and addressing inflation through a combination of monetary policies for financial stability. This includes using policy interest rates in conjunction with tax reductions or increased government spending and enhancing the labor potential in line with rising minimum labor wage rates. This can involve training in foreign languages, especially English, Chinese, and Japanese, to support international collaboration.