Consumer Behaviors and Factor Affecting Online Buying Behaviors of University Students in Digital Disruption Era

  • Assistant Professor Dr. Bampen Maitreesophon Stamford International University
Keywords: consumer behaviors, factors affecting online buying behaviors, digital disruption era


This quantitative research aimed to study and compare buying behaviors and factors affecting online buying behaviors of university students in digital disruption era. Population of the study were 400 university students studying at a bachelor degree level. Data were collected through questionnaires and were analyzed by using descriptive statistics, frequency, percentage, mean, standard deviation and one-way analysis of variance (ANOVA). The statistical Package for the Social Science (SPSS) was applied to analyze the collected data.

Research results showed that the majority of respondents were female students (54.50%), aged 18-21 years old (60.00%), earned 5,001 – 10,000 Baht monthly income (39.00%) from parents (79.00%). University students found fast and convenient (44.50%) for buying online products. Male and female fashion items were on the top list (46.00%) followed by health and beauty products (35.00%). Good time for surfing online store was during 6.00 – 10.00 p.m. (49.50%). Person or thing involved in buying decision was from his or her own decision (79.00%). Each order was 1,000 Baht or lower and payment was made through bank transfer.

Factors affecting online buying behaviors of university students in four dimensions were rated at a high level (mean = 3.74). Product and Place factors got the highest level (mean = at 3.80), followed by Price (mean = 3.74) and Promotion (mean = 3.60) respectively.

Hypothesis testing revealed that university students with different genders had no significant difference buying behaviors but students with different ages and monthly income rates had significant differences buying behaviors at 0.05 level of significance.