Influencing Factors effect to Purchasing Decision in M-Commerce in Womenomics’ Generation Y

摘要

The objectives of this research were to examine The Influencing Factors effect to Purchasing Decision in M-Commerce in Womenomics’ Generation Y. The sample of 250 respondents who are 18-25-year-old women in Bangkok were studied. Questionnaires were used to collect the data; Descriptive Statistics: frequency, percentage, mean, standard deviation and one-way ANOVA. The statistics were applied the Stepwise Multiple Regression to analysis. In terms of Demography: The findings indicated Majorities are graduated educational 66%, Monthly average incomes in 30,001 - 50,000 Baht 32%, Working in the Private company 68%, Doubled income from other jobs 45.6%, Mostly marital status is single 94%, Work Value and life style: Mostly offices are located in Business area 96.8%, High Competitive in Work place 93.6% effect to immediately improve and more developed skill themselves 97.6%. In terms of antecedent, that 3 factors composing of Customer Path (5A), Aware, Ask and Advocate which are the most significance to directly effect to Customer Buying Decision in terms of results are able to apply to develop in business effectively and efficiency.