Factors influencing the purchasing behavior of Dell brand notebook computers via Shopee application among working age groups in Sathorn, Bangkok

Abstract

           The objective of this research is to study the factors that influence the decision-making behavior of purchasing Dell notebook computers through the Shopee application among working-age people in the Sathorn District, Bangkok. Using a questionnaire as a tool for collecting data from a sample of consumers. who purchase products online through the Shopee application, working age group in Sathorn District, Bangkok The researcher sees that the behavior of purchasing IT products during 2022, a large proportion of people in the market have been affected by the COVID-19 epidemic crisis, causing the behavior of purchasing products of consumers to change. The Shopee application which is the most popular in Thailand Objective: To study factors Demographic aspects that influence purchasing decision behavior To study consumer behavior factors that influence purchasing decision behavior. To study electronic marketing factors that influence purchasing decision behavior. To study factors in purchasing decision behavior that influence purchasing decision behavior. Using the tool used in research, which is a questionnaire (questionnaire), collect real data with a sample group. Working age group living in Sathorn area By distributing 400 sets of questionnaires to condominiums and cafes using data analysis: 1. Analyze demographic data. Using descriptive statistics, including frequency distribution (frequency) and percentage (percentage) 2. Multiple linear regression analysis (multiple linear regression analysis) 3. Analysis of cases comparing the mean of the sample with the population or constant values ​​in theory. 4. One-way analysis of variance (One - Way ANOVA), which the results found that In terms of demographics no different This may be because Dell brand notebook computers are products that working people of all genders and ages trust in the product. In terms of electronic marketing factors This may be because the price of a notebook computer purchased through the Shopee application is worth the product's features. And beha