The relationship betweeen online shopping motivation and the purchase decisions of Thai millenials | |
| Author | Ratiporn Reangkitchamrus |
| Call Number | AIT RSPR no.SM-21-28 |
| Subject(s) | Purchasing Decision making Electronic commerce |
| Note | A research submitted in partial fulfillment of the requirements for the degree of Master of Business Administration |
| Publisher | Asian Institute of Technology |
| Abstract | This study investigates the relationship between online shopping motivation and Thai millennials' purchase decision-making behaviour in the personal care and beauty goods industry, using a multi-faceted approach that includes three perspectives: 1) purchase behavior typology, 2) purchase process, and 3) reason behind actual purchase behavior Drawing from consumer behaviour literature, four types of purchase decisions are introduced. Behaviour in terms of different stages of purchase processes performed by consumers are identified to deepened the understanding of how the purchase processes unfold under the role of motivations, whether they differ for different consumers. Drawing from consumer behaviour literature, based on the levels of involvement and associated risk that consumers engaged, four typologies of purchase decisions are introduced. Consumer behavior in terms of different stages of the purchase process is identified to deepened the understanding of how the purchase processes unfold under the role of motivations and whether they differ for different individuals. The actual behaviour of consumers in relation with online shopping motivation is explored, and it is based on cross-visiting behaviour towards Ecommerce marketplace. This study alms to provide an in-depth description and analysis on a specific phenomenon. For this purpose, interpretivist approach is implemented to delve deeper form a surface level. A qualitative study was conducted in order to examine the interactions and intersections of these consumer elements from their purchase behaviour during the processes. Observations and interviews collected from 16 participants served as the primary methods for the data collection. Personal care and beauty product purchase behaviour appears to be highly complex, with numerous iterations. Because the actual purchase behavior shows that each individual exhibits a certain pattern, the clusters of specified behavior are concluded and presented. It is evident that comparison sites play a significant role in the electronic commerce, influencing the behaviour of both online consumers and e-retailers. Results of individual-level analysis reveals that online shopping motivations are a strong predictor of online purchase decisions. Nonetheless, the findings suggest that the confluence of utilitarian motivation and hedonic motivation has an enhanced persuasive power in increasing consumer intention to shop online. |
| Year | 2021 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Levermore, Roger; |
| Examination Committee(s) | Kritsadarat Wattanasuwan;Ransom, Lakeesha K.; |
| Scholarship Donor(s) | His Majesty the King's Scholarships (Thailand) |
| Degree | Research Studies Project Report (M. BA.) - Asian Institute of Technology, 2021 |