The Model Development of Product Purchase Behavior in Northern Communities through Online Channels of Consumers

Abstract

          The objectives of this research article were 1) to study the factors influencing on community product purchasing behavior through online channels of consumers, and 2) to develop the model of community product purchase behavior through online channels of consumers. The sample group consisted of 400 consumers purchasing products in the northern communities through online channel. The statistical tools used in analyzing data were frequency, percentage, mean, standard deviation, Pearson correlation coefficient and multiple regression analysis.

           The results showed that a level of marketing mix factors influencing the decision of the product purchase behavior in the northern communities through online channels was at the highest level (  = 4.32).  With the consideration of each factor, a distribution channel was the most influential. Price, privacy, personal service and marketing promotion were respectively. The multiple regression analysis by multiple regression coefficients revealed that the factors of product, distribution channel and personal service were able to predict the decision of product purchase in the northern communities through online channels with a level of significant statistics at the level of .05. The independent variable with the best predictive power was personal service factor, with the regression coefficient of forecasting equal to 0.371. The three factors could explain the variance of community product purchase decision in the northern communities through online channels with 67.70% and the forecast error of + 0.136.  Therefore, entrepreneurs can apply these three development strategies for the online distribution channels with the consumers in order to increase competitive potential.