Factors Affecting Decision Making of Purchasing Infopreneur Products

Abstract

The purpose of this research is to study Factors Affecting Decision Making of Purchasing Infopreneur Products. The Six main factors are demographic, Perceive ease of use, Perceive of usefulness, Perceive of cost, Content on social media and Personal image of infopreneur were analyzed to identify relationship between the factors and decision making of purchasing. The sample group in the study was 400 online consumers who have ever purchased infopreneur products in Thailand and questionnaires were used to collect data by convenience sampling method. Additionally, the research used Statistical Package for the Social Sciences (SPSS) Version 17 as the instrument in order to analyze Descriptive statistic, Pearson’s correlation coefficient and multiple regression analysis. The result implied that education, the only one of demographic factor, can affect decision making of purchasing. The others, Perceive of usefulness, Perceive of cost, Content on social media and Personal image of infopreneur have positive affect with decision making of purchasing except Perceive ease of use has negative affect with decision making of purchasing Infopreneur Products.