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

Waiphot Kulachai, Adi Prasetyo Tedjakusuma (), Junphen Wannarak and Patipol Homyamyen
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Waiphot Kulachai: Suan Sunandha Rajabhat University
Adi Prasetyo Tedjakusuma: University of Surabaya
Junphen Wannarak: Rajamangala University of Technology Suvarnabhumi
Patipol Homyamyen: Rajamangala University of Technology Suvarnabhumi

A chapter in Proceedings of the 19th International Symposium on Management (INSYMA 2022), 2023, pp 717-724 from Springer

Abstract: 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.

Keywords: purchase intention; customer trust; price; product; place; promotion (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-008-4_90

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DOI: 10.2991/978-94-6463-008-4_90

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