รูปแบบการตลาดด้านเนื้อหาที่ส่งผลต่อ กระบวนการตัดสินใจซื้ออาหารผ่านร้านค้าออนไลน์ในจังหวัดนนทบุรี

Abstract

The objectives of this study were 1) to study the personal factors of consumers 2) to study the important level of content marketing model. 3) to study the important level of decision making toward the food purchasing process 4) to compare the decision making toward the food purchasing process through an online store of consumers in Nonthaburi province classified by personal factors 5) To find the relationship between the personal factors of consumers in Nonthaburi Province and the style of content marketing 6) To study the content marketing that affect the decision making toward the food purchasing process through an online store in Nonthaburi Province. Sample group were the consumers who used to buy food through online stores lived in 6 districts in Nonthaburi Province where were: Mueang Nonthaburi District, Bang Kruai District, Bang Yai District, Bang Bua Thong District, Sai Noi District and Pak Kret District as followed. There were 400 samples used online questionnaires via Google form to collect data. Data were analyzed using descriptive statistics including frequency, percentage, mean, standard deviation and inferential statistics such as t-test, One-Way Analysis of variance, Pearson Product Moment Correlation Coefficient, and Multiple Regression Analysis.

The results of the research found that most of the respondents were female, aged between 31-40 years. They were graduated with bachelor's degree and work as company employees as they are paid average monthly income between 10,001 – 20,000 baht. The important level of the five-content marketing is rated as high. The importance of the five steps towards decision making is rated as high. The different personal factors affect to the decision-making process toward purchasing including gender, age, occupation and monthly income were not different. The overall aspect of education was considered as different. Also, consumer personal factors which were related to overall content marketing including gender, age, and occupation were considered as unrelated. The education and monthly income were considered as fair unrelated. The five types of content marketing including video graphics, photography graphics, any advices and solutions to consumers, knowledge, benefits and creativities influence on decision making toward the food purchasing process through an online store in Nonthaburi Province.