Factors Affecting Online Shopping Behavior of Consumers During the Covid-19 Pandemic in Bangkok

The objective of this research was to study factors affecting the online shopping behavior of consumers during the COVID-19 pandemic in Bangkok. The data were collected via online questionnaires from 400 samples having online purchasing experiences using a simple random sampling method. Both descriptive statistics and inferential statistics were used in data analysis such as frequency, percentage, mean, standard deviation, t-test, F-test, and Multinomial Logistic Regression Analysis.

It was found that most respondents were female (74.8%), aging between 21-30 years old (46.8%), having bachelor’s degree (74%), student (51.2%) and having income less than 20,000 baht (53.8%). Most respondents purchased clothes and accessories (32.3%), 1-2 times per month (37%), via Shopee (45.3%) and 100-500 baht for each purchase (37%). Their opinions on factors affecting the online shopping were highest level for place ( =4.35, S.D.=0.46), while they were high level for products ( =4.11, S.D.=0.49), prices ( =4.16, S.D.=0.54) and marketing promotions ( =4.11, S.D.=0.49).

Differences in age, occupation, and educational background affected on the opinion level of the product factors. Differences in occupation and education background affected the level of opinion of the price and place factors. Differences in gender, age, occupation, and educational background affected the opinion level of marketing promotion factors at a statistically significant of .05.

Factors affecting the frequency of online shopping were gender, income, occupation, and marketing promotion factors. Factors affecting the price of online shopping were income, occupation, and product factors. The factors affecting the product type to buy online were gender, income, and marketing promotion factors. Factors affecting online shopping channels were age, income, product factors, price factors, and marketing promotion factors at a statistically significant of .05. The results of this study can be used as information for planning and preparing for crisis response and changing consumer behavior.