Online Marketing Mix and Decision Process, Buy IT Products Online in the New Normal Era

Abstract

This research aimed 1) to study the online marketing mix of IT products online in the new normal era 2) to study decision-making process to purchase IT products online in the new normal era, 3) to compare the factors of online IT product marketing mix in the new normal era in Bangkok classified by demographic factors and 4) to compare the decision making process of purchasing IT products online in the new normal era in Bangkok. Classified by demographic factors. A questionnaire was used to collect data from 385 consumers who purchased IT products online in Bangkok. Data was analyzed by using frequency, percentage, Standard Deviation, One-way ANOVA) and LSD (Least Square Difference) with a statistically significant at .05 level.

The results showed that online marketing mix of IT products online in overall and all aspects were as a high level. The first was the distribution channels, the second was marketing promotion, and the last was personal service. The decision process to Purchase IT Products Online in the New Normal era in overall and all aspect were at high level, the first was the purchase decision, the second was the evaluation of alternatives, and the last was the feeling after the purchase. and The Marketing mix on product, place, privacy, promotion, and personal services affecting the decision-making process of purchasing IT products online in the new normal era with a statistically significant at .05 level. The business should focus on developing a marketing mix strategy especially on product, place, promotion, and personal service to gain a higher level of consumers decisions to purchase IT product online.