Online marketing mix and loyalty in purchasing fashion clothes via Facebook Live of working-age consumer in Bangkok
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Abstract
The objectives of this research were 1) to study online marketing mixed via Facebook Live of working-age consumers in Bangkok, 2) to study the loyalty in purchasing fashion clothes via Facebook Live of working-age consumers in Bangkok, 3) to compare online marketing mixed factors on buying fashion clothes via Facebook Live of working-age consumers in Bangkok, classified by demographics, and 4) to compare the loyalty in purchasing fashion clothes via Facebook Live of working-age consumers in Bangkok, classified by demographics. An online questionnaire was used to collect data from 385 consumers who have bought fashion clothes via Facebook Live. Analyzed the data by using the statistics of frequency, percentage, standard deviation, t-test, one-way ANOVA and LSD (Fisher’s Least Significant Difference).
The research results showed that the online marketing mix of fashion clothes via Facebook Live in the overall was at a high level. The highest aspect was the price, followed by place, product, privacy, and personal services respectively. The loyalty in purchasing fashion clothes via Facebook Live in the overall was at a high level. The highest aspect was the attitude followed by the behavioral loyalty respectively.
The respondents with different genders, ages, occupations, educational levels or incomes had different opinion of marketing mix statistical significance at the .05 level, except for different gender had no different opinion on marketing promotion.
The respondents with different gender, age, occupation, education level and average income had different loyalty in buying fashion clothes via Facebook Live. Which were female respondent, respondent with age 60 years and over, respondent with educational level below bachelor's degree, and respondent with an average income of less than 10,000 baht had higher level of loyalty on both the attitude and behavior aspects of loyalty with statistically significant at .05.