The Impact of Big Data on Online Purchase Behavior: Influencing Factors and Interrelationships in Thailand’s Digital Economy

IF 4.3 Q1 PSYCHOLOGY, MULTIDISCIPLINARY

Human Behavior and Emerging Technologies Pub Date : 2025-05-10 DOI:10.1155/hbe2/6678231

Yarnaphat Shaengchart, Nalinpat Bhumpenpein, Tanpat Kraiwanit, Pongsakorn Limna, Tanatorn Tanantong

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Abstract

This research investigates how big data influences online purchasing behavior and identifies the key factors shaping consumer decisions in Thailand. Utilizing a quantitative approach, data were initially gathered from 760 Thai participants through convenience sampling. After a data cleaning process, the final analysis focused on 661 individuals who had experience with online shopping. The study employed statistical tools such as percentages, mean values, and binary logistic regression to analyze the data in depth. The results underscore the important role that media-based product exposure plays in driving online purchases. Additionally, the findings reveal complex interactions among variables such as age, educational background, income level, and frequency of media use. Gaining insight into these dynamics is crucial for businesses, marketers, and related stakeholders seeking to develop effective, targeted strategies in the digital marketplace.

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大数据对网上购买行为的影响：泰国数字经济的影响因素及相互关系

本研究调查了大数据如何影响在线购买行为，并确定了影响泰国消费者决策的关键因素。采用定量方法，通过方便抽样从760名泰国参与者中收集数据。在数据清理过程之后，最终的分析集中在661名有过网购经历的个人身上。本研究采用百分比、均值、二元logistic回归等统计工具对数据进行深入分析。调查结果强调了基于媒体的产品曝光在推动在线购买方面的重要作用。此外，研究结果还揭示了年龄、教育背景、收入水平和媒体使用频率等变量之间复杂的相互作用。洞察这些动态对于企业、营销人员和相关利益相关者在数字市场中寻求制定有效、有针对性的战略至关重要。

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来源期刊

Human Behavior and Emerging Technologies Social Sciences-Social Sciences (all)

CiteScore

17.20

自引率

8.70%

发文量

期刊介绍： Human Behavior and Emerging Technologies is an interdisciplinary journal dedicated to publishing high-impact research that enhances understanding of the complex interactions between diverse human behavior and emerging digital technologies.