Factor affecting to intention to buy productivity mobile application of Thai people.

Abstract

Digital marketing has been continuously developing every year. The growth of the application software market and smart device have given rise to the application economy. One of the most popular app's categories is that of productivity apps, that is to say, applications dedicated to creating and modifying information provided in the form of documents, presentations, worksheets, databases, charts, graphs, etc. The present research is focusing on searching the factor affecting the intention to buy a productivity application of Thai people by using an online survey. The result shows that only three-factor show relation to motivation to buy-Perceived of usefulness, Perceived ease of use, and social influence. In this study make us understand the decision-making factor related to the personality of people who decided to purchase productivity apps.