OMNI CHANNEL THAT AFFECTS THE PURCHASE DECISION TO BUY USED CARS IN NAKHON PATHOM PROVINCE

Abstract

This research objective to 1. study the level of opinions on Omni Channel affecting the decision to buy a used car, 2. study the comparison of the decision to buy a used car classified by personal factors, and 3. study the Omni Channel affecting the decision to buy a used car. The sample group consisted of 384 people who decided to buy a used car in Nakhon Pathom Province. The research instrument was a questionnaire. The basic statistics used for data analysis were frequency, percentage, mean, and standard deviation. The statistics used for hypothesis testing were t-test and F-test, and multiple regression analysis.

          The research results found that 1. The level of opinions on Omni Channel that influenced the decision to buy a used cars in Nakhon Pathom Province was at a high level overall. When classified by each aspect, it was found that the aspect with the highest average value was the aspect of understanding consumer behavior and expectations, followed by the aspect of creating engagement with consumers, the aspect of continuously delivering experiences that meet consumer needs, and the aspect of connecting channels to consumers, respectively. 2. Comparing the decision to buy a used cars in Nakhon Pathom Province classified by personal factors, it was found that those who decided to buy a used cars with different occupations and incomes had different opinions on the decision to buy a used cars with statistical significance at the 0.05 level, while those who decided to buy a used cars with gender, age, status, and education did not differ. 3. The Omni Channel that influenced the decision to buy a used cars in Nakhon Pathom Province found that the perception of problems and behavior after purchase had a positive influence on the decision to buy a used cars with statistical significance at the 0.05 level.