Online Businesses and the Development of a Conceptual Framework for Managing the Electronic Marketing Mix
Keywords:
Electronic Marketing Mix, Intention to use, Online BusinessesAbstract
Online marketing affects the growth rate of businesses and economic expansion. However, the problem of online commerce continues to grow as well. This academic article developed a conceptual framework for managing electronic marketing mix factors and intentions to use online business services from a research article in the academic journal in the field of marketing, management science, business administration and social sciences from 5 electronic research article databases: 1. Thai Journal Citation Index Center 2. ASEAN Citation Index 3. EBSCO Discovery Service 4. Scopus and 5. Google Scholar. The study found that the electronic marketing mix conceptual framework was the 4Ps+P2C2S3 model consisting
of products, promotions, places, prices, personalization, privacy customer service, community, site, safety, and sales promotion. When using the statistical method of path analysis according to the principles of structural equation modeling at a statistical significance level of 0.05, it was found that it affected the intention to use online business services, such as the online travel agency business, online commerce through the Shopee website, airline ticket commerce directly through airline websites, e-commerce shopping products, buying online cosmetic product commerce via online website, online learning business, online gambling business and online banking business. There were elements of the electronic marketing mix that had direct and indirect, positive and negative effects and some elements that did not affect the intention to use online businesses. The expected benefits from the study's results include:
1. The conceptual framework can be used as a solution to online commerce problems and enhance marketing performance to effectively deal with the online market's competitive environment 2. Able to use the conceptual framework as a guideline for developing research in analyzing relationships among variables, regression analysis, exploratory and confirmatory factor analysis and structural equation modeling for electronic marketing mix and intention to use online business services variables.
References
ผู้จัดการออนไลน์. (2567). ตะลึง! คนไทยช็อปออนไลน์ทะลุ 7 แสนล้าน ปี 2023 สูงเป็นประวัติการณ์ พร้อมเผย 4 กลยุทธ์การตลาดออนไลน์ ปี 2024. (ออนไลน์). จาก https://mgronline.com/smes/detail/9670000002036.
แผนพัฒนาเศรษฐกิจและสังคมแห่งชาติฉบับที่ 13. (2565). สำนักงานสภาพัฒนาการเศรษฐกิจและสังคมแห่งชาติ สำนักนายกรัฐมนตรี. ฉบับที่ 13. (ออนไลน์). จาก https,://www.nesdc.go.th/download/Plan13/Doc/Plan13_Final.pdf, 76. doi:https://www.nesdc.go.th/download/Plan13/Doc/Plan13_Final.pdf
สำนักงานพัฒนาธุรกรรมทางอิเล็กทรอนิกส์. (2021). ดีอีเอส เผย ผู้บริโภคออนไลน์ ถูกหลอก โดนโกง สินค้าไม่ตรงปก รายวัน. (ออนไลน์). จาก https://www.etda.or.th/th/pr-news/1212-Online-Complaint-Center-Proactive-Response.aspx.
สำนักงานพัฒนาธุรกรรมทางอิเล็กทรอนิกส์. (2024). ศูนย์ช่วยเหลือและจัดการปัญหาออนไลน์. (ออนไลน์). จาก https://1212etda.com/Home/Index.
Chen, Y., Ding, D., Meng, L., Li, X., & Zhang, S. (2023). Understanding consumers’ purchase intention towards online paid courses. Information Development, 39(1), 19-35.
Kabiraj, S., & Joghee, S. (2023). Improving Marketing Performance: How Business Analytics contribute to Digital Marketing. International Journal of Technology, Innovation and Management (IJTIM), 3(1), 9-18.
Kalyanam, K., & McIntyre, S. (2002). The e-marketing mix: a contribution of the e-tailing wars. Journal of the academy of marketing science, 30(4), 487-499.
Mahendratmo, B. P. J., & Ariyanti, M. (2019). Analysis Of E-Marketing Mix to Consumer Purchase Decisions Traveloka. Asian journal of management sciences & education, 8(1), 72-82.
Meng, S. K., & Chatwin, C. (2012). Measuring e-marketing mix elements for online business. International Journal of E-Entrepreneurship and Innovation (IJEEI), 3(3), 13-26.
Misra, R., & Srivastava, S. (2021). Enhancing Perceived Credibility During a Pandemic: Exploring Factors Affecting Consumer Behavioral Intention in an Online Ordering Environment. Journal of Electronic Commerce in Organizations (JECO), 19(4), 40-63.
Refiana Said, L. (2022). Effectiveness and Efficiency in A Hurried World: Online Customers Know What They Want. Jurnal Bisnis dan Manajemen, 16(1), 56-62.
Sam, K. M., & Chatwin, C. (2015). Chinese Gambler’s Perceptions of E-Marketing Mix Elements for Online Casinos. The Journal of Gambling Business and Economics, 9(1), 58-76.
Sam, K. M., & Chatwin, C. (2018). Understanding Chinese Gamblers' Adoption of Online Casinos based on E-Marketing Mix Model. The Journal of Gambling Business and Economics, 12(2), 67-87.
Sam, K. M., Li, H. L., & Chatwin, C. (2016). Understanding the adoption of online language learning based on e-marketing mix model. Journal of Information Technology Management, 27(2), 65-81.
Santad, B., & U-on, V. (2019). Causal Model Development of Customer Based-Brand Equity of Online Travel Agency in Thailand. Ph.D. in Social Sciences Journal, 9(3), 845-858.
Sara Safaa, K., & Maha Arif, B. (2021). Electronic Marketing and its Impact on Customer Satisfaction Exploratory Study of the Opinions of a Sample of Private Banks, Baghdad, Iraq. PalArch's Journal of Archaeology of Egypt / Egyptology, 18(08), 3628-3643.
Sriram, K., Phouzder, K., Mathew, A. O., & Hungund, S. (2019). Does e-marketing mix influence brand loyalty and popularity of e-commerce websites? ABAC Journal, 39(2), 64-81.
Statista. (2024a). Sales value of 7 Eleven Thailand from 2019 to 2023 (in billion Thai baht). Retrieved Apr 10, 2024, from https://www.statista.com/statistics/1106726/thailand-sales-value-of-7-eleven/.
Statista. (2024b). Sales value of Central department stores Thailand from 2021 to 2023(in billion Thai baht). Statista Research Department. Retrieved Apr 19, 2024, https://www.statista.com/statistics/1106706/thailand-sales-value-of-central-department-stores/.
Syawaluddin, S., Joni, J., & Erwin, E. (2019). Influence of social media advertising, e-marketing and product quality on the process of purchasing nature cosmetics. International Journal of Research in Business and Social Science (2147-4478), 8(5), 316-321.
Venkatesh, V., Morris, M. G., Davis, G. B., & Davis, F. D. (2003). User Acceptance of Information Technology: Toward a Unified View. MIS Quarterly, 27(3), 425-478.
Yeo, V. C. S., Goh, S. K., & Rezaei, S. (2017). Consumer experiences, attitude and behavioral intention toward online food delivery (OFD) services. Journal of Retailing and Consumer Services, 35, 150-162.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Fac
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
บทความวิจัยนี้เป็นของลิขสิทธิ์
