Factors Influencing the Decision to Purchase Via Online Application of Consumer in Muang District, Chiang Mai Province
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Abstract
This research aimed to 1) study the marketing factors affecting the consumers’ purchasing decisions on products via online; 2) analyze the relationship between the consumers’ marketing factors and their purchasing decisions via online; and 3) study the factors influencing the consumers’ purchasing decisions via online. Samples were 400 consumers obtained from purposive sampling in Mueang district, Chiang Mai province. The statistics used for data analysis were the mean, standard deviation, Pearson product-moment correlation coefficient, and multiple linear regression. It was found that: 1. The level of marketing mix factors that affected decisions to buy online products was high; 2. The analysis of the Pearson Product Moment Correlation Coefficient and the factors of marketing mix were significantly different at the level of 0.01; and 3. The marketing factors, people, product, price, promotion, and place were the variables that could predict the results of the consumers’ purchasing decision via an online application in Chiang Mai at 71.4 percent with the linear regression equation as listed below:
Ŷ = .549 + .291(X5) + .233(X1) + .161(X2) + .157(X4) + .141(X3)
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