What make Thai people purchase via mobile apps?

Abstract

In today’s world, thousands of new businesses have their core on the mobile application. The mobile application seems promising from the developer side of view. However, when customers are questioned, “how many application(s) you have been using so far?”, the answers are rather small. People frequently only use top well-known applications such as Line, Facebook. An insight from a small focus group suggests that very few are purchasing online goods and services via mobile application. This raises the question, “What makes Thai people purchase via mobile apps?” The methodology of this paper is to conduct an online survey and analyze data using SPSS software, for help about calculation weight average. The survey consists of three parts; factors to influence the purchasing of online goods, factors to influence the purchasing of online services, and respondent demographics. Throughout all survey questions, there are six key different questions asking toward the same goal that is to investigate factors that influence respondent the most in switching to purchase more via mobile purchasing platform. Data was collected from 274 respondents. A key finding of research shows that discounts or deals are the key triggers. People are price sensitive and they will consider changing their behavior if sellers offer the discount. In the finding, there also are some less obvious factors that also significantly affect consumer behavior including satisfaction, credibility and trust, and ease of usage.