การศึกษาเปรียบเทียบการรับรู้ความเสี่ยงที่ส่งผลต่อพฤติกรรมการซื้อสินค้าออนไลน์ ระหว่าง Social Commerce และ E - Marketplace

Abstract

The purpose of this study to 1) Study online purchases 2) Study on the relationship between perceived risk and purchasing behavior online and 3) Compare the perceived risk affecting the purchasing behavior of online Social Commerce and E-Marketplace. The samples of both male and female consumers who purchase products online through Social Commerce and E - Marketplace 420 people. Stratified random sampling was used several steps. The instruments used in the questionnaire. The statistics used for data analysis were frequency, percentage, mean, standard deviation, T-test, F-test and chi-square. The research found that Most are female 59.00 %, aged 20-30 years 50.71%, single 78.10%, business owner 28.36%, bachelor's degree 66.19% and the average income per month 10,001 - 20,000 baht 39.05%. The perceived risk of online shoppers overall remain high. Purchasing behavior of online purchasing is the No. 1 fashion, No. 2 beauty and No. 3 materials / equipment / appliances. The average costs per times was 1,000 - 500 baht, frequency 1 - 3 times, reason that shopping online is convenient, fast. The factors of risk perception, both 6 sides was related to online purchases are statistically significant at the 0.05 level. Comparison of perceived risk affecting online shopping between Social commerce and E-Marketplace found no difference.