Expectations for Online Businesses of Customers in New Normal Situation

Abstract

The purposes of this research were to: 1) compare the consumer expectation on an online business classified by personal factors, 2) compare the consumer expectation on an online business classified by the consumer behavior in new normal situation, and 3) study the relationship between personal factors and consumer behavior in new normal situation. The population and the sample used in this research were 400 Thai consumers who used online business services on social media channels, application channel, and the main website of the businesses by convenience sampling. The online questionnaires were distributed to collect the data, analyzed by descriptive statistics, i.e., t-test, F-test, and Chi-Square test.

The results of this research showed that the consumer expectation in new normal situation on online business was high. When considering on each aspect, the highest one was on distribution channel or place. The consumers with different income and education levels showed significant difference on the level of expectation on online business services at .05 level. The consumers with the different in purchasing frequency, spending level, participating persons in deciding to use the service, and types of products showed statistically significant difference of a level of expectation towards overall online business services at .05 level. Moreover, demographic factors were significantly related to consumer behavior in new normal situation at .05 level.