การรับรู้คุณค่าและส่วนประสมทางการตลาดที่ส่งผลต่อการตัดสินใจซื้อ สมาร์ทวอทช์ของกลุ่มรักสุขภาพในจังหวัดสงขลา

srisuk Ratsadapetch; Woraluck  Lalitsasivimol; Pensuk  Katemanee

Authors

srisuk Ratsadapetch HATYAI UNIVERSITY
Woraluck Lalitsasivimol
Pensuk Katemanee HATYAI UNIVERSITY

Keywords:

purchasing decision; perception of value; marketing mix

Abstract

The objectives of this research article are 1. to study the factors of perceived value that affect the decision to purchase smartwatch among health-conscious people in Songkhla Province and 2. to study the factors of the marketing mix that affect the purchase of smartwatch. Decided to buy smartwatch for a health-conscious group in Songkhla Province. It is research. Quantitatively, the sample population is the group of consumers who use smartwatches. of the health-loving group in Songkhla Province. The instrument used was a questionnaire is a rating scale. Data collection from 379 sets of questionnaires, simple sampling (Survey Research) and convenience sampling is random sampling to get The required number of samples is required to collect complete data. Data analysis using percentage and standard deviation values. Peirson correlation coefficient and multiple regression analysis (Multiple Regression Analysis) The results of the study found that:

1) Factors of perceived value in terms of quality, social aspect, and emotional aspect affect the decision to purchase a smartwatch among health lovers in Songkhla Province. Able to jointly predict the decision to purchase smartwatches of the health-conscious group in Songkhla Province at 24.4 percent with a statistical significance of 0.01.

2) Marketing mix factors that affect the decision to purchase smart watches by health-conscious groups in the province. Overall, it was at the highest level of agreement. Able to jointly predict the decision to purchase smartwatches of the health-conscious group in Songkhla Province at 35.7 percent with a statistical significance of 0.01.

Benefits of this research Entrepreneurs can use the research results as information to run a business selling smartwatch products in line with the needs of health-loving groups in Songkhla province. In addition, academics can further study the behavior of using smartwatches. Watch of the health group By developing and expanding the results to other groups in Songkhla province.

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