การศึกษารูปลักษณ์ที่ดึงดูดความสนใจในการซื้อสินค้าเฟอร์นิเจอร์บนแอปพลิเคชันช้อปปี้

Abstract

This research aims to study the decision-making behavior of furniture buyers through the Shopee application. Research qualitative research methods and collect data through in-depth interviews to truly engage with information providers. By focusing on the sources and meanings of information based on individual behavior, opinions , perspectives, and attitudes of each individual in order to answer Research questions. Under the Semi-structured Interview format and using a Purposive sampling method. According to the criteria that the researcher has set Non-probability sampling. from a total sample of 30 people, namely people who had experience ordering furniture products through the Shopee application within a period of 3 months. Then use the data from the sample for thematic analysis. The study found that furniture products are displayed through stimuli such as Product images, zoom function, and product videos. Encourage shopping application users to make furniture purchase decisions more easily. In addition, appropriate content presentation will benefit the internal perception process, so stores should present beautiful images. Choose high-quality, easy to understand, and comprehensive content, detailing the functionality and assembly methods. Attract buyers to be interested in the product and bring about a good internal cognitive process. Because if buyers have a good feeling and understanding of the product, they will react well, which may manifest as purchasing behavior. Furniture products can be purchased immediately on the Shopee application, but on the other hand, if the store's media display is not satisfactory to the buyer. Alternatively, having too little information about the product can lead buyers to have a negative attitude towards the store, ultimately ignoring or avoiding going to other stores. The results of this study can be applied to the interests of entrepreneurs in the Shopee application. Creating market competitive advantages and achieving success