THE ATTRACTIVENESS OF BUYING HEALTHCARE PRODUCTS AND MEDICAL EQUIPMENT ONLINE—THE PERSPECTIVE OF THAI PEOPLE WHO LIVE IN BANGKOK

Abstract

Currently, an aging society has become a significant and common market trend globally. People pay more attention to their health, try to avoid harmful behaviors, and stay in healthy lifestyle. In addition, we are in the digital era and shopping online become important part of our daily life. As the need for older consumers increases on the market, this paper will focus the Awareness’s customer in buying health care products and medical equipment online. Hence, to support this growth potential matter, it is essential that many businesses probably develop and prepare their firm both in strategy and marketing for healthy products to support the need of these customer segments like the elderly population. This paper has four main objectives including determine the satisfaction level in purchasing online, identify the factors that influence the repurchase intentions, analyze the perceived risk degree in buying online, and see the impacts of celebrity endorsement on repurchasing intention of Thai people who live in Bangkok. This paper ultilized quantitative method in research. It collected 200 respondents who live in Bangkok, age over 20 years old, and ever purchased healthcare products and medical equipments via online. Survey was completed by online data collection. The data result have shown that most respondents are female, age 21-30 years old, private employee, and monthly income at 15,001 or lower. After interpret data by using SPSS, T-Test analysis was shown that the education levels have significant difference meaning on Online Shopping Satisfaction and Repurchse Intention. Meanwhile, there is no significant meaning in Perceived Risk. However, celebrity endorsement still influence if they are medical expertise. People who hold master’s degree and higher tend to use online shopping because it allow them to buy product 24 hours more than people who hold bachelor’s degree and lower. Moreover, people who hold bachelor’s degree and lower tend to repeat purchase if there is seasonal packaging on product and provide a competitive price.