Factors of Digital Marketing Affect the Purchasing Decisions to Purchase Products Online Through E-Commerce Channel
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Abstract
The objectives of this research paper were: 1) to study personal factors affecting the decision to purchase products online through electronic commerce channels; 2) to study the factors of digital marketing that influence the decision to buy products online through electronic commerce channels; and 3) to study decision factors for purchasing products online through electronic commerce channels. The sample group used in this research is the population in the Bangkok area. A sample of 400 people was used, using a questionnaire as a tool for data collection. Data were analyzed by statistical methods, including mean and standard deviation. and the relationship between the variables was analyzed by multiple regression analysis. The results of the research revealed: 1) that most personal factors are female: aged 26–30 years below bachelor's degree level of occupation: A private company employee has an average monthly income of 15,001–25,000 baht and has used the service 2-4 times per week. 2) Digital marketing factors have a positive influence on the decision to purchase products online through electronic commerce channels, including websites (Website & Landing Page), social media marketing, content marketing in the area of electronic mail (e-mail marketing), the aspect of occupying the first page (search engine optimization: SEO), and 3) the decision factors to buy products online through electronic commerce channels, including purchasing decisions problem recognition, seeking information, evaluation of alternatives purchasing decisions and post-purchase behavior. These are digital marketing factors that have a significant and positive effect on the decision to purchase products online through electronic commerce channels.
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