The Online Marketing Mix That Influences Product Purchase Decisions Through the Internet of Consumers in Nakhon Pathom

Abstract

The objectives of this research were to: (1) study consumer behavior affecting product purchase decision (2) study the level of importance of online marketing mix affecting product purchase decision (3) compare the online marketing mix that affects product purchase decisions classified by personal factors (4) compare the online marketing mix that affects product purchase decisions classified by consumer behavior. The sample group is 385 consumers who purchase products via the internet in the Nakhon Pathom. The statistics used were frequency, percentage, mean, standard deviation. t-test and One-Way ANOVA. The research results found that (1) most consumers spend less than 1 hour buying a product, most of them are clothing, reason has the widest selection of products and having a budget for each purchase of 300 - 500 baht (2) consumers pay more attention to the online marketing mix when making decisions to purchase products via the internet all aspects were at a high level. (3) consumers of different ages, incomes, and education pay attention to the online marketing mix in making purchasing decisions over the internet differently (4) consumers with different purchasing decision frequency behavior pay attention to the online marketing mix in distribution, specific service and privacy practices differ, and consumers have different budget behavior in making purchasing decisions pay attention to the online marketing mix in the distribution aspect is different.