| Title: | The Key Factors Influencing Purchase Intention of Gen Z Foreigners for E-Commerce Apps: A Comparative Study of Shopee & Lazada in Bangkok |
| Author: | Kaung Myat Thu |
| Advisor: | ดร.วรางค์รัตน์ นิติวนะกุล – Dr.Warangrat Nitiwannakul |
| Degree: | บริหารธุรกิจมหาบัณฑิต (บธ.ม.) – Master of Business Administration |
| Major: | General Management |
| Faculty: | บัณฑิตวิทยาลัย (Graduate School) |
| Academic year: | 2567 (2024) |
| Published: | นำเสนอในที่ประชุมวิชาการ (Conference) The 8th International Conference on Business, Informatics and Management Research and Innovation Ecosystem (ICBIM 2025) on May 30, 2025, pp.259-269 Click PDF |
Abstract
This study looked at the important determinants of purchase intention among Generation Z foreigners who shop on Shopee and Lazada in Bangkok. With the aid of TAM and Consumer Behavior Theory, the author looks into factors such as perceived usefulness, ease of use, trust and security, social influence, convenience, perceived value for money and user experience to determine what shapes purchase decisions by consumers. Utilizing a quantitative approach, 385 individuals were surveyed, their answers were analyzed and regression analysis was used to determine linkages between the factors.
They show that people intend to buy from Shopee mainly because of their user experience and from Lazada mainly due to how useful they think the app is. Dependably, trust, security and the influence of others, as well as price, had no major effect in either application which points to Gen Z paying more attention to what platforms do and how they interact with users than to outside criticism. More people using Shopee enjoy shopping with enjoyable games and tools, whereas those on Lazada are more interested in fast and convenient shopping experiences.
By using the TAM and Consumer Behavior Theory, this research adds value to the field of academic study by focusing on how Gen Z acts in a specific area. In addition, the analysis recommends steps for both Shopee and Lazada, like boosting user interaction and focusing on making processes easier for Shopee and adding useful new functions for Lazada. Increasing user satisfaction, helping sales and staying ahead of rivals are all benefits that e-commerce platforms get from these insights.
Keywords: generation z, e-commerce platforms, technology acceptance model (TAM), consumer behavior theory
6517193015 Kaung Myat Thu, Advisor: ดร.วรางค์รัตน์ นิติวนะกุล – Dr.Warangrat Nitiwannakul, สารนิพนธ์ (Independent Study), – The Key Factors Influencing Purchase Intention of Gen Z Foreigners for E-Commerce Apps: A Comparative Study of Shopee & Lazada in Bangkok, นำเสนอในที่ประชุมวิชาการ (Conference), , ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), บริหารธุรกิจมหาบัณฑิต (บธ.ม.) – Master of Business Administration, การจัดการการเงิน การธนาคาร และการลงทุน – Financial, Banking and Investment Management, Siam University, Bangkok, Thailand – มหาวิทยาลัยสยาม กรุงเทพมหานคร ประเทศไทย
