The wedding couple decision marking to include the digital services in their wedding ceremony.

Abstract

In the digital era, the numbers of internet users are increasing every day. Almost everything goes online, fast, real time. Even the wedding market trend which also brings the new technology into the wedding ceremony. As the digital wedding services are the new things in Thai market, understanding toward the consumers’ purchasing decision and behavior could help digital services providers to gain more competitive advantage and maintain their brand reputation in the market. This paper examines the wedding couple decision making to include the digital services in their wedding ceremony. This study focuses on the target respondents who have the plan to get married within 1-2 years or the wedding couples who have used this kind of service in their wedding ceremony that live in Bangkok. Factor Analysis, Reliability Test, Correlations Analysis, Multiple regression analysis are used to analyze data to find out the significant factors that affect to buyers’ responses. Results show that new technology perception is the most important factor to the couple decision making to include the digital service to their wedding ceremony.

KEY WORDS: Consumer Decision making / Consumer Behavior / Digital Wedding Services / New Technology Perception / Influencing factors