Causal Influences on Perceptions of the Marketing Mix with Online Behavior towards Middle-aged Consumers in Purchasing Decisions on Social Media in the Northeast of Thailand
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Abstract
The research paper aims to explore the causal influences on perceptions of the marketing mix with online behavior towards middle-aged consumers in purchasing decisions on social media. The research methodology employed quantitative techniques, utilizing consumer purchase decision-related principles as the foundation. The study focused on customers in Khon Kaen, Ubon Ratchathani, Udon Thani, and Nakhon Ratchasima Province who had prior experience purchasing goods and services on social media marketplaces, specifically those aged 40 to 60, with a sample size of 400 instances selected based on age requirements and past purchasing behavior, using specific and unintentional selection techniques. The instrument used in the research was a questionnaire. For data analysis, descriptive statistics were used to determine mean and standard deviation, with inferential statistics employed to analyze structural equation models. The findings revealed that: (1) Consumers' perceptions of the marketing mix indirectly influenced their purchasing decisions, partially mediated through online behavior, with an indirect magnitude of 0.554 units. (2) The cause-and-effect linkage of consumer purchasing decisions holds paramount importance in the marketing mix of the sales process. It exhibits an indirect influence size of 0.202 units, followed closely by the sales skills of personnel, which demonstrate an indirect influence size of 0.199 units. Additionally, the presentation of information about goods or services exerts an indirect influence size of 0.147 units. Therefore, it is imperative for business operators to comprehend and enhance both salesperson effectiveness and product information presentation to align with the needs of target business customers.
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