HOW DIGITALIZATION SHAPES MY SHOPPING EXPERIENCES? A CASE OF CONSUMERS IN BANGKOK
Abstract
As digitization grows every day in developing and developed countries alike, this study aims to answer recently raised questions regarding whether digitization alters consumer purchase decisions and behaviors. To answer this question, data were collected via interview from 20 respondents selected through convenience sampling. All 20 respondents live in Thailand, while they had varied degrees of experience with online shopping, from no experience, to making frequent and regular online purchases. The interview consisted of 10 open-ended questions. The findings supported the theory that digitization affects consumer buying behavior, by indicating that there are both direct and interactive roles of technology advancement and online market platform factors which were found to have crucial effects on the relationship between digitization and consumer buying behavior. Moreover, the direct role of other variables such as payment methods, product qualifications, trustworthiness, and the presence of a world pandemic were found to be significant. It is therefore recommended that companies design digitized marketing and other strategies which suit consumers' new behavior; companies should emphasize the screening of product quality, seller trustworthiness, and fast delivery. The study findings provide practitioners and scholars with valuable information. Additionally, the limitations of the study and future research recommendations are discussed.
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