Proceedings of the 19th International Symposium on Management (INSYMA 2022)

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Factors Affecting Purchase Intention Through Online Application: A Case Study of Lazada

Authors
Waiphot Kulachai1, Adi Prasetyo Tedjakusuma2, *, Junphen Wannarak3, Patipol Homyamyen3
1Suan Sunandha Rajabhat University, Bangkok, Thailand
2University of Surabaya, Surabaya, Indonesia
3Rajamangala University of Technology Suvarnabhumi, Suphanburi, Thailand
*Corresponding author. Email: atedjakusuma@staff.ubaya.ac.id
Corresponding Author
Adi Prasetyo Tedjakusuma
Available Online 5 December 2022.
DOI
10.2991/978-94-6463-008-4_90How to use a DOI?
Keywords
purchase intention; customer trust; price; product; place; promotion
Abstract

This paper aims to examine the relationship between product, price, place, promotion, trust, and intention to purchase. The sample of this study was 125 undergraduate students at a university located in Suphanburi, Thailand. Due to the Covid-19 pandemic, an online questionnaire was administered to collect data from targeted samples. The gathered data was analyzed using ordinary multiple regression analysis to test the relationship between independent and dependent variables. The findings reveal that trust is the most crucial factor affecting purchase intention. However, product, price, place, and promotion do not influence the intention to purchase products and services from the Lazada application. Hence, building customer trust would be beneficial for Lazada to compete with other online shopping applications.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 19th International Symposium on Management (INSYMA 2022)
Series
Advances in Economics, Business and Management Research
Publication Date
5 December 2022
ISBN
10.2991/978-94-6463-008-4_90
ISSN
2352-5428
DOI
10.2991/978-94-6463-008-4_90How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Waiphot Kulachai
AU  - Adi Prasetyo Tedjakusuma
AU  - Junphen Wannarak
AU  - Patipol Homyamyen
PY  - 2022
DA  - 2022/12/05
TI  - Factors Affecting Purchase Intention Through Online Application: A Case Study of Lazada
BT  - Proceedings of the 19th International Symposium on Management (INSYMA 2022)
PB  - Atlantis Press
SP  - 717
EP  - 724
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-008-4_90
DO  - 10.2991/978-94-6463-008-4_90
ID  - Kulachai2022
ER  -