A Study On Factors That Influence Attitude And Purchase Intention Of Bangkok Consumers Towards Tesco Lotus' Mobile Application

Purpose-The objective of this research is to examine factors,including demographic,knowledge,and experience,which influence the attitude and purchase intention of consumer that lives in Bangkok towards Tesco Lotus' mobile application called Tesco Lotus Shop Online.Source-The researcher conducts a quantitative research through the distribution of questionnaire with a sample size of 200 Bangkok consumers who ages between 15 to 64 years old.Methodology – The researcher uses the Chi-square to test the relationship of demographic factors,knowledge factor,and experience factor with attitude towards the application in terms of marketing 7Ps strategy,which are product,price,place,promotion,people,physical evidence,and process.The linear regression analysis is also use to find the influences of attitude in terms of marketing 7Ps strategy to purchase intention.Findings-The data shows that 50 percent of the samples is male and the other 50 percent is female.49.50 percent of the samples age is in the range of 21 – 34 years old.51.50 percent of the samples is currently employ for wages.56.90 percent of the respondents hold a bachelor degree as the highest education level.50.50 percent of the respondents have household income per month over 120,001 Thai Baht.50.50 percent of the sample have a household member of 4 – 5.65.20 percent of the respondents have the knowledge of Tesco Lotus Shop Online application.Surprisingly,73.30 percent of the sample does not have any shopping experience through the mobile application.The samples have positive attitudes toward the mobile application in terms of product,promotion,and process.The result from hypotheses testing shows that demographic factors,knowledge factor influence the attitude towards the application while experience factor do not influence the attitude towards the application.All of the factors including gender,age,education background,employment status,household income,and household member,knowledge factor except experience factor influence the attitude towards the application in terms of product.However,gender is considering as the only factor that is likely to influence the attitude towards the application in terms of process where the security concern of the application usage is within the process of using the application.It can be described that male have higher intention to purchase products through the application which is contrary to female where they tend to have less purchase intention and mostly neutral to the feeling of purchasing or not purchasing products from the application.Age is the strongest predictor which influence the attitude towards the application in terms of people,where the concern lies with the usefulness of online staff assistance through the mobile application.Employment status is the strongest predictor that influence the attitude towards the application in terms of place where the ease of product acquisition is being concern by the consumer.Household income per month can influence the attitude towards the application in terms of physical evidence as product information including attributes,price,photo make consumer feels confident if they purchase products through the application.Knowledge is the factor that influence the attitude towards the application in terms of promotion as it concerns with the usage of the promotions such as discount or reward through the application.The purchase intention can be influence by the attitude towards the application in terms process.In terms of process,questions including “I feel that my personal information is safe when using the application”,“On-time product delivery is important”,“Cash-on-delivery makes me feel confident with my purchase through the application” should be paid attention to as the result according to this research paper shows that these are the questions that are being concerned by consumers.Nevertheless,one of the hypotheses is not support by the data analysis which is the hypothesis of purchasing experience through Tesco Lotus' mobile application significantly influences the attitude of purchasing product from Tesco Lotus supermarket through mobile application.It can be concluding that regardless of consumer's purchasing experience through the application,the experience will not influence the purchase intention through the application.It is possible that when consumer intend to purchase product through the application,the intention already occurs regardless of the consumer having purchase experience through the application or not.As consumers will gain the purchase experience of using the application along the process which does not influences the intention to purchase.Implication-This research can be further utilize by exploring the attitude and intention of online grocery in other part of Thailand as this study is focus on the capital city of Thailand,Bangkok.The marketer can benefit from the result by using the result and focuses on improving their application and services in terms of marketing 7Ps strategy that are consider as important in the attitudes of the consumers and spend less funding on the factors that are less significant for consumers to fully utilized the marketing budget.As this research uses a quantitative methodology,the findings such as factors that influence attitudes and intention towards the grocery mobile application can be further utilize by conducting a qualitative research in order to gain deeper insights on the factor that is significant for the prediction of purchase intention.These factors include demographic factors,attitude towards grocery mobile application in terms of marketing strategy,process.