A Study of Consumer’ Behavior on Buying E Commerce Products via Social Media of Students of Rajamagala University of Technology Rattanakosin

Abstract

This research aims to : 1.study the factors that affect buying decision through e-commerce via social media of Rajamangala University of Technology Rattanakosin’s students 2.study the buying behavior through e-commerce via social media of Rajamangala University of Technology Rattanakosin’s students 3.study the satisfaction of buying through e-commerce via social media of Rajamangala University of Technology Rattanakosin’s students. The samples are 400 students of Rajamangala University of Technology Rattanakosin. The questionnaires are used to collect data. The statistical analysis used are percentage, mean and standard deviation. The research found that : The buying behavior of Rajamangala University of Technology Rattanakosin’s students shows that 60.5 percent of consumers are female who are first year students ( 41.7 %). Most of them have got 4,000 to 6,999 baht monthly income ( 42.5 %). Most of the samples have their own houses ( 45.7 %). The mean of distribution factor which has got the most affect on buying behavior through e-commerce via social media of Rajamangala University of Technology Rattanakosin’s students is 3.86. The reasons for the samples who decide to buy through e-commerce via social media are that the easiness, the convenient and the rapidity by using search engine (58.8 %). Clothes are the most frequent things to buy ( 64.5 %) which cost between 500 to 1,999 baht (54.7 %). The frequency of buying is once a month (32.7 %). 81.7 percent of them pay by bank transferring. The most affected factors of satisfaction on buying through e-commerce via social media of Rajamangala University of Technology Rattanakosin’s students are the product and the distribution with 3.93 mean.