Consumer purchase behavior on brand-name products through online channels: A study of consumers in Muang District, Nakhon Si Thammarat Province, Thailand

The objective of this research is to investigate consumer behavior and factors influencing the purchasing of brand-name products through online channels, specifically focusing on consumers in Mueang District, Nakhon Si Thammarat Provinceม. The study aims to gain insights into the behaviors and factors influencing consumer purchasing decisions in this specific region. The research will involve collecting data from a sample group of 400 participants. The statistical analysis will encompass descriptive statistics, such as frequency, mean, and standard deviation, as well as inferential statistics, including the chi-square test, multiple regression analysis, and logistic regression analysis. The study findings reveal the following key insights: Firstly, personal factors, such as gender, occupation, and income, significantly impact the choice of purchasing channels, types of products purchased, preferred payment methods, average expenditure per purchase, and recipients of the purchased products. Secondly, risk factors play a crucial role in determining the preferred purchasing channels and payment methods among consumers. Thirdly, the acceptance of technology significantly influences the choice of payment methods adopted by consumers. Finally, perceived value factors have a significant impact on the choice of purchasing channels, primary motivations for making purchases, and preferred payment methods