Chapter 5 Discussion and Evaluation Provide an analytical/ critical discussion of your findings/ results aimed at addressing your research objectives or answering your stated resear

ABSTRACT The purpose of this research was to study factors affecting consumers' purchasing

behavior of goods or services through the LINE application in Thailand. These include demographic factors such as gender, age, education level, occupation, monthly income, as well as information about consumer usage through the LINE application. They also analyzed marketing mix factors (4Ps) and technology adoption factors, namely product, price, place, promotion and Technology Acceptance Model (TAM) factors, to study how these factors affect Consumers' purchase decisions through the Line application in Thailand or not and how? The researcher collected data from a sample population of 436 people through an online questionnaire (Google Form) and used the data to analyze the statistical results according to the objectives of the research with the Statistical Package for the Social Sciences (SPSS).

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Keywords: consumer buying behavior, purchase decision, online products, LINE application

Acknowledgment

I would like to express my special thanks of gratitude to my research advisor “Ms.LO WAI MENG SALLY”, who kindly devoted her valuable time to advise on this research and guide me the theoretical principles and concepts. In addition, she helped guide me to correct errors and assisted in checking the accuracy, completeness and completeness of the research until the research was completed.

I would like to thank all professors in all subjects who gave me the knowledge to compose this research.

I would like to thank my parents for taking good care of me. In addition to giving me the opportunity to study, they have always been an important encouragement for me. I would also like to thank my boyfriend for encouraging and helping me to complete this research. And I would like to thank all my friends who have always helped me as friends and mentor.

I would like to thank all respondents for taking the time to answer the questionnaire and participate in this research.

Finally, The researcher hopes that this research will be useful to businesses that sell products or services through LINE applications, as well as consumers and stakeholders and those who are interested in this subject

Abstract 3 Acknowledgements 3 List of Tables 6 List of Figures 6 Chapter 1 Introduction and background 7

Introduction & background 7 Aims 7 Research objectives 7

Chapter 2 Literature review 8 Introduction 8 RO1 8 RO2 8 RO3 8 RO4 8 RO5 8 Conclusions 8

Chapter 3 Research design and methodology 9 Introduction 9 Secondary research 9 Primary research 9 Research ethics 10 Conclusions 10

Chapter 4 Findings and analysis 11 Introduction 11 RO1 11 RO2 11 RO3 11 RO4 11 RO5 11 Conclusions 12

Chapter 5 Conclusions, recommendations, and self-reflection 13 Conclusions 13 Recommendations 13 Self-reflection 13

References 14 Bibliography 14 Appendices 15

Appendix 1 15

Appendix 2

List of Tables List separately, after the Table of Contents, any tables, figures, diagrams or other items used in the main body of the text. List in numerical order and give the title and page number upon which it appears.

List of Figures List separately, after the Table of Contents, any tables, figures, diagrams or other items used in the main body of the text. List in numerical order and give the title and page number upon which it appears.

Nowadays, the world of online business is growing steadily. This is due to advanced technology that allows consumers to access the Internet quickly and easily at their fingertips. In the year 2022, the e-commerce business in Thailand has grown by leaps and bounds. An important factor comes from businesses agreeing that E-Commerce is now the main sales channel to reach consumers. In addition, there is the entry of foreign service providers resulting in competition in providing services to meet the needs of consumers as much as possible, including having a highly developed online payment system both in terms of Security and reliability or having a product management system and a delivery system where consumers can pay cash on delivery. There is also an interesting statistic about the number of Thai people using the internet that has grown to 56.1 million (Digital Advertising Association Thailand and MarketingOops.com, 2022), and there is a very high number of Thai people in the online society. According to the latest data from LINE Company (LINE, 2022), it has been found that there are 50 million user accounts in Line, and cheap smartphones are another factor that allows almost all levels of Thai people to access the internet. Most Internet users are now able to shop online through websites or applications, which can be done 24/7 from home, work, university, or wherever Internet access is available. Because consumers can save time to buy products at various stores by themselves and is also a good option for those consumers who do not have time. Online shopping is now more reliable and efficient than ever, for example in the event of a defective or misdelivered product. Many companies already have a policy to handle these problems with refunds or returns, as well as systems to monitor payment and delivery status as well.

LINE is one of Thailand's most popular messaging apps designed by Naver Japan Corporation, with more than 50 million users in Thailand or more than two-thirds of the total Thai population. In addition, internet users in Thailand spend up to 29% or more than 1/4 of their daily mobile phone usage on the LINE platform (Wittawin, 2019), with an average total usage rate of 49 million times a day, which is also the highest usage in the world. From the statistical data of the Electronic Business Development Agency of Thailand (ETDA) found that 85.1% of Thais use the LINE application, indicating that Thais use the LINE application a lot. It can be seen that LINE application users are growing continuously because LINE application has created many other sub-platforms such as LINE shopping, LINE myshop, LINE Pay (ETDA, 2015).

Therefore, it is interesting to see what factors affect consumers' purchasing decisions through the LINE application. What are the reasons why consumers decide to buy or not buy? In order to know the needs of consumers and their attitude toward purchasing products through the LINE application. In order to be able to develop the trading system of the store in the LINE application even better. especially the use of services through the LINE application channel

1.2 Research aims and objectives

This research examines the factors affecting LINE Application User’s online shopping behaviour in Thailand 1. To study the purchasing behavior of consumers in Thailand through the LINE application. 2. To study the factors affecting the selection of products via the LINE application, including Demographic factors, Marketing mix (4Ps) and Technology Acceptance Model (TAM)

2.Literature review This literature review is a study of concepts, theories and research related to the factors

affecting consumer online purchases of products in Thailand. to be used in formulating hypotheses and defining the research framework The details are as follows:

2.1 Related concepts and theories 2.1.1 E-commerce concepts 2.1.2 Line Application concepts 2.1.3 Consumer behavior theories 2.1.4 Marketing mix theory (4Ps) 2.1.5 Technology Acceptance Model (TAM) 2.2 Related Research 2.2.1 Demographic Factors 2.2.2 Online Marketing Mix Factors and technology acceptance. 2.3 Conceptual framework of research

2.1 Related concepts and theories 2.1.1 Electronic commerce concept (E-Commerce) Electronic commerce or E-Commerce, It began around the early 1970s with electronic

money transfers between organizations. In the beginning, most of the involved organizations were large companies and small companies were not many. Then later on Electronic Data Interchange-EDI has become more prevalent due to the rapid increase in the number of PCs along with the development of the Internet which has enabled more organizations and individuals to access electronic commerce. Currently, electronic commerce encompasses a wide range of transactions such as advertisements, purchases of goods or services, stock purchases, operations, auctions and customer service.

Electronic commerce refers to all forms of transactions covering the purchase of goods/services, payment, advertising through various types of electronic media, especially internet networks.

Electronic Commerce Development Center (1999) defined that “Electronic commerce is conducting business using electronic media.” The World Trade Organization (WTO)

Organization: WTO, 1998) has said. “Electronic commerce is the production, distribution, marketing, sale or transportation of products and services using electronic media.”

There are 4 main types of E-commerce : – Business to Business (B to B) – Business to Consumers (B to C) – Business to Government (B to G) – Consumers to Consumers (C to C)

There are several types of tools available to serve customers online, such as: – Personalized web page – Chat rooms – E-mail – Frequent Answers and Questions(FAQs ) – Tracking Capabilities – Web-based call centers

Customer security includes: – Authentication – Integrity – Privacy – Safety

2.1.3 Theory about consumer behavior Kotler (1999) (Siriwan Serirat et al., 1998) defines consumer behavior as an action of individuals concerning the procurement of goods and services. This includes the decision-making process and actions of individuals regarding the purchase and use of the Goods.

Siwarit Pongsakornrungsilp (2004, pp. 69-78) discussed the stimulus-response theory (S-R Theory) that relates to the feelings of consumers, also known as Marketing black box which consists of the following sections;

1. Stimuli can be divided into 2 types as follows: Marketing stimuli consist of marketing mix (4P's) which are product, price. distribution,

and marketing promotion Others stimuli consist of market environments that cannot be controlled: economic,

technological, legal, political and cultural conditions.

The various stimuli that affect the feelings of the buyer (Buyer's Black Box), when combined with various factors, it will lead to the decision-making process of the buyer. It consists of the following 5 steps:

Step 1: Awareness of the problem The buying process takes place when buyers become aware of their own problems or needs.

Step 2 Searching for information At this stage, consumers seek information to make decisions that they use to evaluate alternatives.

Step 3: Evaluation of Alternatives Consumers will use the collected information to analyze the pros and cons in a way to compare the best alternatives.

Step 4 Deciding on the best alternative After evaluating, consumers know the pros and cons and then decide on the best alternative, perhaps based on their own and others' experience in the past.

Step 5: Evaluation of products or services after purchase It is the last step after purchase. The consumer takes the purchased product and evaluates the product, which may lead to the consumer's next purchase decision.

2. External factors The external factors that influence consumers' purchasing decisions are cultural factors

and social factors. 3. Internal factors Internal factors that influence consumers' purchasing decisions are personal factors such

as gender, age, education level, income, and psychological factors such as perception, motivation, attitudes and beliefs, and their own ideas, etc.

2.1.4 Marketing Mix Theory (4Ps) Kotler (2003) defines marketing as marketing as the movement of goods or services from

producer to consumer or user and is a human activity performed to meet human needs. This is to say that it is an administrative process in which individuals and groups obtain their needs from the creation and exchange between the product and its value.

Marketing mix (4Ps) refers to the controllable marketing variables used by organizations to satisfy their target audience, consisting of product, price, place, and promotion.

2.1.4.1 Product Siriwan Sereerat (2003) said that the product Refers to what is offered by a business to

satisfy its customers' needs and can consist of tangible or intangible items. The guidelines for determining the appropriate products and services must be considered from the needs of the target groups. In addition, products and services must also have utility and value in the minds of customers in order to be able to sell those products and services.

2.1.4.2. Price

Chaisompol Chawprasert (2003) said that price determines the income of a business. If the price is set too high, the business's revenue will increase, but if the price is set too low, it may result in the business's income being low, which may lead the business to a loss. Therefore, the price is very important in marketing is to set the price to suit the product and the target audience. The method for determining the price is as follows.

– Customer-based pricing is pricing based on the prediction of what price range a customer is willing to pay. This may be derived from surveys or questionnaires.

– Market pricing is to set prices according to competitors in the market. – Pricing based on cost plus profit is to calculate the actual cost of the product and then

add shipping, labor and profit.

ขาด place 2.1.4.4 Promotion Marketing promotion is a communication between sellers and consumers to create

consumer attitudes and buying behaviors. The purpose is to inform the motivational news to remind consumers to be aware of the products and services. Which marketing activities can be done in many forms, such as advertising in various media channels or marketing activities with discounts, exchanges, giveaways, etc.

2.1.5 Concept of Technology Acceptance Model (TAM) The Technology Acceptance Model Concept is a study of human behavior to explain how

and why individuals accept new information technologies. The model was invented by Davis (1989) as an evolution of Theory Reasoned Action (TRA) (Ajzen and Fishbein, 1980), but the Technology Acceptance Model is more popular because Theory Reasoned Action focuses on the general behavior of consumers while Technology Acceptance Model (TAM) focuses on the attitudes of users of information technology (Mathieson et al., 2001).

2.2 Related research In the research on the study of factors affecting the shopping behavior of consumers in

Thailand via LINE application, the researcher conducted a research study related to the subject matter, which found that there were Factors affecting consumers' buying behavior via LINE application are as follows:

2.2.1 Demographic factors Chavalit Sampathanarak (2005) has studied the factors that relate to consumers' decision

to purchase goods and services through online applications. Most buyers are female, which is consistent with Yanan's research. Yada Siraphatthada (2006) has studied factors influencing online shopping of consumers in Thailand and found that most shoppers are female, which

contradicts the research of Yuparat Piriyapolpong (2014). ) that has studied factors and behaviors that affect the decision to use mobile applications to buy products via smartphones and tablets of consumers in Thailand. It was found that males and females had no difference in decision-making level of using mobile applications to buy online products in terms of product price, place and promotion.

Ratana Thanarithiporn (2001) studied trust in e-commerce: a case study of consumer retail purchases among highly educated individuals in Thailand. The study found that gender and age difference of online shoppers had no effect on purchasing decisions. While personal income and family income have different effects on the desire to shop online.

Manatnan Wutimahanon (2013) has studied factors that correlate with consumers' purchasing behavior of goods or services through LINE applications. It was found that occupation had no effect on purchasing decisions by reasoning that the products sold in online channels were diverse, thus able to meet the needs of consumers with different occupations. This contradicts the research on buying behavior of goods and services in the Line application of customers in Thailand by Supawan Chaitaweewuttikul (2012), which found that consumers with different occupations had different purchasing behaviors of goods and services in terms of average price per purchase and frequency of purchases.

Waranya Phopraithong (2013) studied factors affecting consumers' decision to buy clothes from online stores. It was found that different genders, ages, education levels and incomes had different decisions to buy clothes from online stores. This indicates that females are more likely to buy than males and that the 30-year-old group is the group most likely to buy clothes from online stores. In addition, those with a master's degree or higher are more likely to buy, and those with incomes above 30,000 baht are the ones who buy clothes from online stores the most.

…..Still doing….

Chapter 3 Research methodology In this chapter, it is part of a research methodology in which the researcher has studied

the factors affecting consumers' purchase of products via Line application in Thailand. The researcher conducted the research in accordance with the following steps;

3.1 Research Design 3.2 Variables used in the research

3.3. Assumptions of the research 3.4 Population characteristics, sample size determination and sampling selection 3.5 Tools used in research 3.6 Data Collection Methods 3.7 Data analysis and hypothesis testing

3.1 Research Design This research studies the factors affecting the purchase of goods through the online

application of consumers in Thailand. This research is a quantitative research and uses a survey research method that uses a questionnaire as a tool for data collection and analysis, then processing data from the SPSS program. After that, the researcher then summarizes the research results in order to present the research results in the form of tables and annotated writings.

The factors that the researcher has studied are demographic factors such as gender, age, education level, occupation and average monthly income that groups of consumers with different demographic characteristics affect the decision to buy products through the Line application or not? And How?

The factors that the researcher has studied are demographic factors such as gender, age, education level, occupation and average monthly income that groups of consumers with different demographic characteristics affect the decision to buy products through the application. Line or not? How?

In addition, the researcher also studied the marketing mix factors (4Ps) and technology adoption factors (TAM), which are product, price, place, marketing, and technology acceptance

3.2 Variables used in the research The variable

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