Factors Influencing Consumer Purchasing Decisions in the Digital Economy Era
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Abstract
This research article aims to investigate factors influencing consumer purchasing decisions in the digital economy era, focusing on the roles of user experience (UX/UI), payment systems, and social media influence through the theoretical frameworks of TAM (Technology Acceptance Model) and TPB (Theory of Planned Behavior). The study employed a quantitative research methodology, collecting data from 400 respondents through questionnaires and analyzing using multiple regression statistics. The findings revealed that user experience (β = .42, p < .001) has the highest influence on purchasing decisions, followed by payment systems (β = .38, p < .001), and social media influence (β = .35, p < .01) respectively. These results align with current data indicating that Thailand's e-commerce market reached 1.1 trillion baht in 2024 and is projected to grow to 1.6 trillion baht by 2027.
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