FACTOR AFFECTING TELEVISION HOME SHOPPING BETWEEN TRUE SELECT AND G"CJ O SHOPPING

Abstract

This research aims to 1) study factors influencing buying behavior on Thai home shopping. 2) to study Thai home shopping customer behavior. This research is quantitative research. It acquired data from 100 respondents collected by questionnaire from Thai customer who have purchased product from home shopping channel of G”CJ O Shopping and True Select. The statistics used to analyze the obtained data were frequencies, percentages, and mean. This study found that most of respondents were female, housewife, aged 35-50 years old, with lower than Bachelor degree education level which has income between THB 25,001-40,000. The important factors influencing G”CJ consumer behavior are receiving product within 7 days, affordable price followed by description of product and composition in TV program is easy to understand, valuable product composition with reasonable price and re-order the same product after usage. However for True Select customer, influenced factors for consumer behavior are special holiday promotion attracts to purchase more, good description of the product during broadcasting program, followed by provide special benefit for member, various of product in the same category and description of product and composition in TV program is easy to understand. While factors influencing customer who purchased from both G”CJ O Shopping and True Select are special benefit for member, variety of product category followed by easy-understanding of product description, special holiday promotion attracts to purchase more and valuable product composition with reasonable price.