Factors Influencing Consumers' Decision to Use Cash on Delivery (COD) Services When Purchasing Products Online in Udon Thani Province

Abstract

This research consists purposes were 1. to examine the general characteristics of consumers who use COD services 2. to assess consumers' perceptions of influential factors and their decision-making regarding COD services 3. to analyze the relationships between influential factors and COD service usage decisions and 4. to determine the influence of these factors on consumers' decisions to use COD services. The study employed a quantitative research design. The research instrument was a questionnaire and the sample consisted of consumers residing in Udon Thani Province, aged 18 years and above, who had purchased products online within the past six months and had used cash-on-delivery (COD) services at least once. The sample size was determined using Cochran’s (1977) formula at a 95% confidence level, yielding a total of 400 respondents. The sampling techniques applied were purposive sampling and convenience sampling. Data collected from the questionnaires were analyzed using descriptive statistics, including percentages, means and standard deviations, as well as inferential statistics, namely Pearson’s product moment correlation coefficient and multiple regression analysis The research findings revealed that 1) the majority of respondents were female (58.0%), aged 20-29 years (41.25%), held bachelor's degrees (74.5%), worked in private companies (37.25%), earned monthly incomes of 10,001-20,000 baht (40.25%), shopped online 2-3 times per month (40.5%), primarily used the Shopee platform (38.5%) and used COD services 3-5 times in the past six months (40.25%) 2) the overall level of importance of influential factors on COD service usage decisions was high (x̅= 4.26, S.D. = 0.45) 3) the level of decision-making to use COD services was high (x̅= 4.28, S.D. = 0.45), with the highest mean score for recommending COD services to friends or family (x̅= 4.32, S.D. = 0.77) and 4) all four factors showed positive correlations with COD service usage decisions at a statistical significance level of .01