รายงานวิจัยฉบับสมบูรณ์เรื่อง พฤติกรรมการแสวงหาสารสนเทศผ่านสื่อสังคมออนไลน์เพื่อตัดสินใจซื้อสินค้าทางระบบพาณิชย์อิเล็กทรอนิกส์

Abstract

The objective of this research is to study information seeking behavior through social media for product buying decision via e-commerce system and confirm model of information seeking behavior for product buying decision via e-commerce system. The quantitative research was conducted from 403 users experienced in buying products from e-commerce system. The data were collected by questionnaires and analyzed by descriptive statistics, confirmatory factor analysis, and multiple regression analysis. The findings showed differences in occupation, age, and purchasing channels for information seeking behavior in buying decision via e-commerce system. However, there were no difference in 2 criteria including gender and income. Buying decision was influenced by information sources and information types used for information seeking processes. Product characteristic information, seller information, price information, and selling process and delivery information had a positive effect, while opinions from other people had a negative effect on buying decision.