A Study on the Differences in Motivation and Online Purchasing Behavior between Male and Female Muslim Consumers in Thailand.

บทคัดย่อ

Abstract

The rapid expansion of e-commerce has transformed consumer purchasing behavior globally, with online shopping gaining significant traction among Thai consumers. Among these, Muslim consumers represent a unique segment whose purchasing decisions are shaped by both general consumer behavior factors and religious-cultural considerations. This study addresses this gap by examining the utilitarian and hedonic motivations of Muslim consumers in Thailand and their influence on online purchasing behavior, with a focus on gender differences. Using an Independent Samples Test, significant differences were found in both hedonic and utilitarian motivations between male and female consumers, with women exhibiting higher levels of both motivational drivers. Additionally, women demonstrated significantly higher levels of online purchasing behavior compared to men. Multiple Regression Analysis revealed that hedonic motivation significantly influenced online purchasing behavior for both genders, while utilitarian motivation had no significant impact. Hedonic motivation explained 8.9% and 12.4% of the variance in online purchasing behavior for male and female consumers, respectively, highlighting its role as a key driver. However, the relatively low explanatory power suggests the need to explore additional factors influencing this behavior.