BUSINESS INNOVATIONS IN THE DIGITAL ECONOMY THAT AFFECT ONLINE SHOPPING BEHAVIOR AND THE TREND Of FUTURE SERVICE USAGE AMONG CONSUMERS IN BANGKOK, THAILAND

Abstract

This research examines company developments in the digital economy that influence Bangkok customers' online purchasing behavior and future service consumption trends. The sample group for this study consisted of 400 individuals who have bought online in Bangkok. Data were collected via questionnaires and analyzed using frequency %, mean, standard deviation, and multiple regression analysis. According to the study's findings, individual business innovations, including staff, processes, products, and technical level, boost purchase frequency by an average of four times per month. The average cost per trip is approximately 125 Thai Baht. As for the hypothesis testing, it was determined that business innovation products and processes affect online shopping behavior in terms of cost per time with a significance level of .01, and that innovations in technology and products affect online purchase frequency (times/month) with a statistically significant level of 0.1, and that online shopping behavior cost per time and purchase frequency (times/month) are related to the trend of using the service for future purchases and refinancing.