Factors Effecting on the goods purchasing decision via Online marketing: A Case Study of Lazada
Keywords:
product, online, Lazada, marketingAbstract
The purposes of this research are 1) To study about the online shopping behaviors of users via Lazada 2) To study the factors that affect the decision to purchase the product via Lazada. Samples are consumers, both male and female. In Nakhon Pathom province has a population of 903,629 people are the customers of Lazada. Sampling of the Hakone Yama (Yamane, 1973, p.729) has 400 people as samples. The tools to collect data are questionnaires. The statistics based on the data analysis include percentage, average, and standard deviation in statistics that are used to test hypotheses include Independent Sample T Test analysis to compare the differences between the 2 variables, independent samples and the analysis of variance (One Way ANOVA) is one way to compare the differences between variables more than 2 options. Results showed that 1) The behavior of the user's online shopping service via Lazada, there were differences according to age and education Levels opinion toward marketing mix, pricing and distribution channels. Differences by sex, occupation, and income have the level of the opinion which effect the marketing mix factors such as product, price, distribution channel, marketing promotion, personal, processing of service, creation and offered physical characteristics. There are not significantly different statistically. 2) Marketing mix factors influencing purchase behavior online through the company's products include Lazada factor (b = .101) factor prices (b = .050) factor of distribution channels (b = .015) marketing promotion factor (b = .127) factor (b = .124) factor of the process (b = .069) factors to create and present your physical characteristics, external (b = .040)
Keywords: product, online, Lazada, marketing
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