Behavior and satisfaction in purchasing via line applications of open chat consumer group kheha thanee 4 village Bangkok

Abstract

The purposes of this research are 1) to study the demographic characteristics and behavior in purchasing via line application and 2) to compare the level of satisfaction in purchasing via line application for an open chat consumer group Kheha Thanee 4 Village Bangkok. This study applied quantitative methods and the research instrument was an online questionnaire. The sample group of this study consisted of 306 consumers, members of the open chat consumer group Kheha Thanee 4 Village Bangkok. The data were analyzed by frequency, percentage, mean, standard deviation, and the researcher tested hypothesis with T Test and One Way ANOVA. The research findings were as follows: