Effects of digital marketing on the purchasing decision behavior through online shopping of consumer in Nakorn Chai Burin group

Abstract

The objective of the present study was to investigate impacts of digital marketing on purchasing decision behavior of 389 online consumers in Nakhonchaiburin Provincial Group, selected using snowball sampling technique. The data, collected through a questionnaire, were analyzed and described using descriptive statistics including frequency, percentage, average scores, and standard deviation. Moreover, Pearson’s correlation and regression analysis were employed to interpret the obtained data. The results showed that online customers’ purchasing decision behavior was significantly influenced by the following factors: digital marketing through email, search engine, social media, and website banners, and customer’s perception, recognition, action and word of mouth (p < 0.01) Furthermore, the findings demonstrated that the prediction effectiveness of online customers purchase behaviors in Nakhonchaiburin Provincial Group was 77%, interpreted as being high. The results obtained from the present study could be beneficial to entrepreneurs and professionals in the related areas. Moreover, it is hopeful that the findings could be a guideline for future planning and improvement of digital marketing to meet the needs of customers in Nakhonchaiburin Provincial Group.