อิทธิพลของการรับรู้ความมีประโยชน์และความง่ายในการใช้งานที่ส่งผลต่อทัศนคติและความตั้งใจซื้อสินค้าแฟชั่นของผู้บริโภคผ่านระบบพาณิชย์บนโทรศัพท์เคลื่อนที่

Abstract

The objective of this research is to study the behavior of consumers when purchased fashion products via m-commerce including to the effects of perceived usefulness and ease of use on attitude and purchased intention via m-commerce. The samples are 384 consumers who have a domicile in Songkhla province and interesting to purchase fashion products via m-commerce. The data was collected by an online questionnaire and analyzed for percentage, frequency, mean, standard deviation including to simple regression analysis and multiple regression analysis at the significant level of 0.01. The results show that during the last 6 months, they purchased fashion products via m-commerce one time in 1-2 months, each time they paid 501 - 1,000 baht and the most popular fashion product is clothing. The social media that they always use through mobile phone is Facebook at 6.01 -9.00 pm. and it has an effect on purchasing fashion products via m-commerce. Moreover, the results show that perceived usefulness and ease of use have positively influence on attitude to shop online via m-commerce, perceived ease of use has positively influence on perceived usefulness to shop online via m-commerce including to perceived usefulness, ease of use and attitude toward online shopping via m-commerce have positively influence on intention to shop online via m-commerce at the significant level of 0.01.