Digital Marketing Communication Affecting Decision Making on Purchasing Goods through E-Commerce of Consumers in Ratchaburi Province

Abstract

        The objectives of the research were  1) to study how digital marketing affects consumers’ decision on purchasing goods through e-commerce in Ratchaburi province, 2) to study how consumers make decision on purchasing goods through    e-commerce in Ratchaburi province, and 3) to study the relationship between digital marketing and consumers ’decision on purchasing goods through e-commerce in Ratchaburi province  which were selected  only consumers who reside in Ratchaburi province  and purchased products via electronic commerce system. Sample of 400 consumers were selected by a convenience sampling method. Questionnaires and statistics were used as research tools to analyze the frequency of the data, percentage, mean, standard deviation (S.D.), and Multiple Regression Analysis with the statistically significant level of 0.05. 

The result of this study revealed that most of samples were females, aged between 30-39 years, vocational education level, employees of private companies with monthly income about 10,001-20,000 Baht. They had opinion about digital marketing communication overall at the highest level. The overall opinion of making decision on purchasing goods through e-commerce of consumers in Ratchaburi Province was at the highest level. Moreover, the relationship between digital marketing and consumers’ decision on purchasing goods through e-commerce in Ratchaburi province was in the same direction with the statistically significant level of 0.05.