The Influence of Online Marketing Strategies on Consumer Purchase Decisions in the Digital Era
Keywords:
Online Marketing Strategies, Purchase Decision Behavior, Digital-Era ConsumersAbstract
The objective of this research was to examine the level of importance and the relationship between the influence of online marketing strategies and consumer purchase decision behavior, as well as to construct a predictive model. The sample consisted of 398 consumers residing in Nakhon Ratchasima Province. The research instrument was a questionnaire with a reliability coefficient of 0.87. Data were analyzed using stepwise multiple regression analysis.
The findings revealed that: The overall importance of online marketing strategies was at a high level. Among the components, online customer service (X5) had the highest mean score, followed by online promotions (X8) and the convenience of online purchasing channels (X6). All online marketing strategy variables were significantly correlated with consumer purchase decision behavior in the digital era at the 0.05 significance level. The predictive model demonstrated a multiple correlation coefficient (R) of 0.798 and a coefficient of determination (R²) of 0.637, indicating that the model could explain 63.7% of the variance in consumer purchase decision behavior.
This research contributes to the field both theoretically and practically. Theoretically, it expands existing knowledge in digital marketing. Practically, it offers a prioritization framework for strategic planning and a predictive model that can be effectively applied to marketing decision-making, particularly for small and medium-sized enterprises (SMEs).
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