Kulachai, Waiphot and Prasetyo Tedjakusuma, Adi and Wannarak, Junphen and Homyamyen, Patipol (2022) Factors Affecting Purchase Intention Through Online Application: A Case Study of Lazada. In: Proceedings of the 19th International Symposium on Management (INSYMA 2022), 19-20 May 2022, The Patra Bali and Resort Kuta Bali.
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Abstract
This paper aims to examine the relationship between product, price, place, promotion, trust, and intention to purchase. The sample of this study was 125 undergraduate students at a university located in Suphanburi, Thailand. Due to the Covid-19 pandemic, an online questionnaire was administered to collect data from targeted samples. The gathered data was analyzed using ordinary multiple regression analysis to test the relationship between independent and dependent variables. The findings reveal that trust is the most crucial factor affecting purchase intention. However, product, price, place, and promotion do not influence the intention to purchase products and services from the Lazada application. Hence, building customer trust would be beneficial for Lazada to compete with other online shopping applications.
| Item Type: | Conference or Workshop Item (Paper) |
|---|---|
| Uncontrolled Keywords: | purchase intention; customer trust; price; product; place; promotion |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Faculty of Business and Economic > Department of Management |
| Depositing User: | Adi Tedjakusuma |
| Date Deposited: | 13 Sep 2023 09:28 |
| Last Modified: | 13 Sep 2023 10:11 |
| URI: | http://repository.ubaya.ac.id/id/eprint/44919 |
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