The Impact of Big Data on Online Purchase Behavior: Influencing Factors and Interrelationships in Thailand’s Digital Economy

This research investigates how big data influences online purchasing behavior and identifies the key factors shaping consumer decisions in Thailand. Utilizing a quantitative approach, data were initially gathered from 760 Thai participants through convenience sampling. After a data cleaning process, the final analysis focused on 661 individuals who had experience with online shopping. The study employed statistical tools such as percentages, mean values, and binary logistic regression to analyze the data in depth. The results underscore the important role that media‐based product exposure plays in driving online purchases. Additionally, the findings reveal complex interactions among variables such as age, educational background, income level, and frequency of media use. Gaining insight into these dynamics is crucial for businesses, marketers, and related stakeholders seeking to develop effective, targeted strategies in the digital marketplace.