The Influence of Personality Factor, Social Factor and Value Factor toward the Decision to Purchase Goods in Bangkok Downtown Area via Online Channel between Social Commerce and E-commerce.

Abstract

            This research aimed to 1) investigate factors influencing the decision to purchase goods via online channels between social commerce and e-commerce of Thai customer in the Bangkok area: and 2) explore individual characteristics including personality factor, social factor and value factors influencing the decision to purchase goods online between social commerce and e-commerce. The research was conducted by collecting quantitative data using a questionnaire as a tool for obtaining data from a sample group of customers in the downtown Bangkok area covering the neighborhoods of Siam, Silom, Sathon, Asoke and Phromphong who purchased goods via online channel. In particular, the sample group was sorted by downtown area. With 90 samples from each neighborhood. Consisting of 45 samples for social commerce and another 45 for e-commerce. The total number of subject was equal to 450 which were selected by purposive sampling method. The statistical methods used for data analysis was percentage and those for hypothesis testing purposes were factor analysis, t-test and binary logistic regression analysis.               Findings from the research revealed that 1) The majority of the customers was female, in the age range of 17-36 years old: 2) The hypothesis testing at statistical significance of 0.05 suggested that the customers’ decisions to purchase goods online resulted from 5 types of personality factors, social factors and value factors. The personality factor of Emotional Stability had influence upon difference in online shopping and 3) Other factors that influenced online shopping decision were personality type (Emotional Stability) and social factor for male customers. And for female customers the personality type of Agreeableness. For females in the age range 17-36 the personality type of Emotional Stability was associated with online shopping decisions, while for female customers in the age range 37-52 years old the personality type of Openness had an influence upon the decision to purchase goods online. Research results suggested that the customers purchased goods via e-commerce more than social commerce channels.