Factors affecting purchase intention on online platform of high school student in Bangkok

Name: Thanaphat Permpornsri

LCSH: Consumers' preferences

LCSH: Grocery shopping

LCSH: Consumers -- Attitudes

Abstract: This research investigates the factors affecting customer purchase intention in online platforms of high school students in Bangkok. With the prominence of e-commerce among the youth generation, understanding their purchase intention. Quantitative research was employed, utilizing a structured questionnaire to collect data from a sample of high school students in the Bangkok metropolitan area. Key variables, including corporate reputation, review of rating, valence review, and electronic word-of-mouth (eWOM) were examined to discern their impact on purchasing intention. This research contributes to a deeper understanding of the online purchasing behavior of high school students in Bangkok and provides valuable insights for businesses and policymakers aiming to target this demographic

King Mongkut's Institute of Technology Ladkrabang. Central Library

Address: BANGKOK

Email: Lifelong@kmitl.ac.th

Name: Vasu Keerativutisest

Role: Thesis Advisor

Email : vasu.ke@kmitl.ac.th

Created: 2023

Modified: 2024-11-16

Issued: 2024-11-16

วิทยานิพนธ์/Thesis

application/pdf

eng

DegreeName: Master of Business Administration

Level: Master's Degree

Descipline: Industrial Business Administration

Grantor: King Mongkut's Institute of Technology Ladkrabang

©copyrights King Mongkut's Institute of Technology Ladkrabang

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