Abstract—This paper is a research on factors that affect the student’s decisions for buying products and services on internet by using data analysis from 345 students as the sample group. The study is used descriptive statistic as basic statistic for describing characteristics of the sample group by using percentage calculation for analyzing sample’s personality, mean calculation for analyzing level of opinion, and standard deviation calculation for analyzing level of opinion. The study found that factor of product is the variety of goods and services. Factor of price is the specific explicitly price of goods and services. Factor of distribution channels are easy-to-use and beautiful website. Factors of boosting the market is guaranteed to deliver goods and services. The personnel factor is that employees are knowledgeable about our products and services. Factor of the process serving is a beautiful site that easy to use with clear detailed. Factor of service environment is booking or buying goods and services can be done all in one step.

Index Terms—Consumer behavior, factors affecting, online marketing, online shopping.

Kitimaporn Choochote is with Department of Information Technology and Communication, Prince of Songkla University, Phuket Campus, Phuket, 83120, Thailand (email: kitimaporn.c@gmail.com).
Sureeporn Kiatchalermporn is with Faculty of Business Administration, Kasem Bundit University, Bangkok, Bangkok, 10250, Thailand.

Cite: Kitimaporn Choochote, Sureeporn Kiatchalermporn, "Factors That Affect the Decisions for Buying Goods and Service on the Internet, Kasem Bundit University," International Journal of e-Education, e-Business, e-Management and e-Learning vol. 7, no. 1, pp. 36-50, 2017.