Research factors affecting the intention to buy consumer products by Lazada applications under the COVID-19 crisis in Bangkok

Abstract

The objectives of this research to 1) study the consumers' purchasing behavior on Lazada application during the COVID-19 crisis in Bangkok, 2) investigate the levels of intention to buy products on Lazada application during the COVID-19 crisis in Bangkok, 3) examine the levels of perception of the benefits, enjoyment, convenience, price, and value to buy products on Lazada application during the COVID-19 crisis in Bangkok, and 4) study factors influencing benefits and the perception of enjoyment, price and value to buy products on Lazada application during the COVID-19 crisis. Data were collected from 400 consumers residing in Bangkok by using a questionnaire as a tool. The statistics used to analyze the data consisted of percentage, mean, standard deviation, analysis of multiple regression equations. The results showed that the samples were mostly female, aged between 21- 30 years old. Their education level was lower than a bachelor's degree. Their average income was more than 12,000 Baht per month, and most of them were employed. From the analysis of the factors influencing the consumers' behavior, it was found that there were two factors including price and enjoyment