การศึกษาความพึงพอใจของผู้บริโภคผ่านช่องทางแพลตฟอร์ม Grab ที่มีผลต่อการสั่งซื้อสินค้าออนไลน์ ตำบลในเมือง อำเภอเมือง จังหวัดบุรีรัมย์
Year: 2025
Type: article
Study design: Observational Study
Abstract: This research aims to study satisfaction and compare consumer satisfaction with the Grab Platform Affecting Online Purchasing Decisions in Nai Mueang Subdistrict, Mueang District, Buriram Province. The objectives are to explore ways to improve the Grab platform in Nai Mueang Subdistrict, Mueang District, Buriram Province. which has both quantitative and qualitative research formats. The population is between 15-60 years old, with 35,028 people. The sample group consisted of 398 residents from Nai Mueang Subdistrict, Mueang District, Buriram Province, using Simple random sampling. Determine the sample size by distributing questionnaires and using Taro Yamane's success scale. The reliability of the questionnaire was 0.94. Statistics used in the research included percentages, mean, standard deviation, t-test, one-way ANOVA, and Scheffe test for Critical Difference. The findings revealed that Consumer Satisfaction with the Grab Platform Affecting Online Purchasing Decisions in Nai Mueang Subdistrict, Mueang District, Buriram Province was generally high. Comparisons of consumer satisfaction with the Grab platform differences by occupation were statistically significant at the 0.05 level. Recommendations for improving the Grab platform include continuous development of products, website, personnel, and services, diverse public relations efforts, and adjusting product prices appropriately
Institution: Buriram Rajabhat University
Language: Thai
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W7220141580