แจ้งเอกสารไม่ครบถ้วน, ไม่ตรงกับชื่อเรื่อง หรือมีข้อผิดพลาดเกี่ยวกับเอกสาร ติดต่อที่นี่ ==>
หากไม่มีอีเมลผู้รับให้กรอก thailis-noc@uni.net.th
หากไม่มีอีเมลผู้รับให้กรอก thailis-noc@uni.net.th
Jirarin Yongkiatkarn. Important factors on purchase decision for knock-down wooden furniture through an online channel by Thai people. Master's Degree(Marketing). Thammasat University. Thammasat University Library. : Thammasat University, 2017.
Important factors on purchase decision for knock-down wooden furniture through an online channel by Thai people
Name: Jirarin Yongkiatkarn
keyword:
Knock-down wooden furniture
Abstract:
Even though internet retailing is increasing, it remains difficult for the furniture industry in Thailand to sell through online channels. The major cause for this is that many consumers are concerned about the Try before you buy experience. It seems that entrepreneurs cannot utilize this trend. Important factors on purchasing decisions for knock-down wooden furniture through an online channel by Thai people is an independent study topic. This study focused on the area of technology, which is a contemporary topic in applied marketing. This research has four major objectives. Firstly, the research determined general behavior among Thai consumers when purchasing knock-down wooden furniture. Secondly, the research identified Thai consumers attitudes towards purchasing knock-down wooden furniture. Thirdly, the research determined consumer behavior in terms of purchasing knock-down wooden furniture via online channels, including influence factor. Lastly, Thai consumers were segmented based on particular preferences and characteristics. The exploratory research, was conducted to explore and more deeply understand customer perceptions as well as to develop a questionnaire. For the descriptive research, a questionnaire was conducted using an online survey with 283 respondents. The results were analyzed using the Statistical Package for the Social Sciences (SPSS). The key findings from this research are as follows: Non-User The reasons why Non-users do not purchase knock-down wooden furniture through an online channel is they want to touch, test and see the physical product. User and Potential user The most important reasons for purchasing through an online channel are they are too lazy to carry the furniture themselves and prefer delivery services, it is convenience and it is easy to compare products from various sources. The key purchasing factors for purchasing wooden knock-down furniture are durable quality and strength, clear and interesting product pictures, content and details of products and refund policy Reviews from users are the most useful resource when searching for information. Furniture shopping online is the most influential channel when purchasing knock-down wooden furniture via online channels. Therefore, this research will allow readers to understand the factors that influence consumer behavior in terms of purchasing knock-down wooden furniture through online channels. The research aims to encourage for any seller in the furniture industry interested in selling through online channels which could be implemented by concerned parties for effective marketing strategies for the right target market while taking advantage of increasing online trends.
Thammasat University. Thammasat University Library
Address:
BANGKOK
Email:
preserv@tu.ac.th
Name: Smith, Malcolm C.
Role:
advisor
Created:
2017
Modified:
2021-04-22
Issued:
2021-04-22
วิทยานิพนธ์/Thesis
application/pdf
eng
DegreeName: Master of Science
Level: Master's Degree
Descipline: Marketing
Grantor: Thammasat University
©copyrights Thammasat University
RightsAccess:
ใช้เวลา
0.035016 วินาที
Jirarin Yongkiatkarn
| Title | Contributor | Type |
|---|---|---|
| Important factors on purchase decision for knock-down wooden furniture through an online channel by Thai people
มหาวิทยาลัยธรรมศาสตร์ Jirarin Yongkiatkarn | Smith, Malcolm C. | วิทยานิพนธ์/Thesis |
Smith, Malcolm C.