Marketing Mix Factors That Affect Consumer’s Decision Making on Online Purchasing in Bangkok Area During the COVID-19 Pandemic
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Abstract
This research aimed to study 1) The comparison between personal factors and the consumer’s decision-making on online purchasing in Bangkok area. 2) The relationship between online marketing mix factors and consumer’s decision-making on online purchasing in Bangkok area. 3) The influence of marketing mix factors that affect consumer’s decision-making on online purchasing in Bangkok area during the Covid-19 pandemic. Data were collected by questionnaire with reliability test at 0.960. Collecting samples by convenient form. This research is a quantitative research and using theory orientation. Data were analyzed by descriptive statistics consisting of frequency, percentage, mean and standard deviation. Data analysis with reference statistics consisted of the analysis of One-way ANOVA Pearson's correlation coefficient analysis and multiple regression analysis. The results showed that 1) Online shoppers in Bangkok had different personal factors. 2) Marketing mix correlated with online purchasing decision-making in Bangkok area during the Covid-19 pandemic. 3) Marketing mix had different Influence on online purchasing decision-making in Bangkok area.
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