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A Study of Consumer Behavior and Satisfaction in Purchasing Products via
Mobile Commerce Channel,
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Nakhon Ratchasima Province
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Worraya Rojchanapaphaporn
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Abstract
The purpose of this research were both compared and studied about consumer behavior and
satisfaction on purchasing product via mobile commercial channel in NakhonRatchasima by
demographic. The sample was 400 consumers who had ever purchased products via mobile
commercial channel. The data was analyzed by statistic software to calculate the frequency
distribution, percentage, average and standard deviation then compared the average of T-test,
F-Test/ANOVA and Chi-Square.
The results showed that, most of consumers purchased the clothes, about 1-2 times per
month, 1-2 pieces and cost less than 1,000THB per times approximately, consumers made their own
decisions because it was convenient.
In overall, the satisfaction on purchasing product via mobile commercial channel stand at the
high level, when considered by each aspect; firstly, consumer pleased on product then price followed
by place and promotion came the last respectively.
Keywords:
Mobile Commerce, Behavior, Satisfaction
1
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öć 30000
*
Corresponding author: Tel.: 081-5494227. E-mail address:
