| dc.description.abstract | This study was aimed to study the demographic characteristics of who decided
to shop online, to explore working-age people’s internet behavior, and to investigate the
demographic factors influencing internet shopping decisions. The population and
sample used in this study were working-age people drawn from Snowball Sampling
method. The questionnaire used was distributed through the internet to 400
respondents. The data were collected and analyzed by the computer program through
the statistical analysis including frequency, percentage, mean (), standard deviation
(S.D.) and two-way analysis (ANOVA).
The research results revealed that Marketing mix factors affected the internet
shopping decisions of the working-age people in general at high level (= 4.13, S. D. =
0.430) . When looking into each aspect, it was found that the price factor highly
influenced the online purchasing decisions (= 4.16, S. D. = 0.463) . followed by the
product factor (= 4.13, S. D. = 0.452) which was also considered at high level. The
promotion factor had high impact on online shopping decision (= 4.13, S. D. = 0.422)
as well as the distribution channel (= 4.13, S. D. = 0.386).
The result regarding the relationship revealing gender and age (F = gender,
*age (1,357) = 7.128 , p < .05 ) had a significant effect on online shopping at the .05
level. Gender * and occupation (4,357 ) = 1.503 , p < .05 ) had influence on decisions
to online shopping with statistical significance at .05. Occupations and income (F *
occupation * income (1,357) = 11.487 , p < 0.5 ) could influence decision making on
the internet shopping with statistical significance at .05. Also, the relationship between
gender and occupation (F * gender, occupation ( 4,357 ) = 5.237 , p < .05 ) had an
influence on the choice of the internet shopping decision on price at the .05 level; the
relationship of gender and occupation (F * sex, occupation ( 1,357 ) =8.000 , p < .05 )
influenced the decision to shop on the internet in terms of marketing promotion at the
.05 level of significance. | en_US |
