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

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

Author

Listed:
  • 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)

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.

Suggested Citation

  • Waiphot Kulachai & Adi Prasetyo Tedjakusuma & Junphen Wannarak & Patipol Homyamyen, 2023. "Factors Affecting Purchase Intention Through Online Application: A Case Study of Lazada," Advances in Economics, Business and Management Research, in: Werner Ria Murhadi & Dudi Anandya & Noviaty Kresna Darmasetiawan & Juliani Dyah Trisnawati & Putu An (ed.), Proceedings of the 19th International Symposium on Management (INSYMA 2022), pages 717-724, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-008-4_90
    DOI: 10.2991/978-94-6463-008-4_90
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