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The Impact of Thaichana Application on Customer Purchasing Behavior in Clothing Stores |
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| รหัสดีโอไอ | |
| Creator | Pannita Rattanapongsen |
| Title | The Impact of Thaichana Application on Customer Purchasing Behavior in Clothing Stores |
| Contributor | Chaloemlap Rakhang, Kanthee Pongthitikhuna, Teerasit d'Almeid, Dumrong Adunyarittigun |
| Publisher | คณะบริหารธุรกิจ มหาวิทยาลัยแม่โจ้ |
| Publication Year | 2564 |
| Journal Title | วารสารบริหารธุรกิจ มหาวิทยาลัยแม่โจ้ |
| Journal Vol. | 3 |
| Journal No. | 1 |
| Page no. | 1 - 16 |
| Keyword | Clothing Stores, Customer Satisfaction, Purchasing Behaviors, Thaichana Application |
| URL Website | https://so05.tci-thaijo.org/index.php/MJBA |
| Website title | เว็บไซต์วารสารบริหารธุรกิจ มหาวิทยาลัยแม่โจ้ |
| ISSN | 2697-4096 |
| Abstract | The COVID-19 pandemic has direct impact on many industries including clothing business. During this time, Thai government has created Thaichana, a contact tracing application, as a part of COVID-19 safety and preventative measures. The features and concept of the application has an influence on customer's satisfaction and their purchasing behavior in clothing stores. The purpose of this study is to examine impacts of the application resulting in the decrease of in-store customer visits. A questionnaires are distributed via Google Forms to 121 respondents and surveys are conducted at 2 department stores in Bangkok and Pathum Thani. The finding shows that the application has an impact on the majority of participants' purchasing behavior. Therefore, it is suggested that the application developer should improve Thaichana by sending notifications or feedback to users and reassuring them of the privacy terms and conditions. |
