Causal Factors of the Brand Management in Customer’s View, with Customer’s Characteristics as a Control Variable, Directly and Indirectly Influencing Online Buying Decision of Customers in Thailand
Keywords:
Brand Management, E-Marketing Mix, Market Orientation, Customer Characteristic and Purchasing DecisionsAbstract
This research aimed to study 1) Causal Factors affecting customers’ view on brand management, 2) to study the influence of causal factors on customers’ view on brand management and 3) to develop a model of causal factors affecting customers’ view on brand management with customers’ characteristics as the moderator which directly and indirectly influenced online product purchasing decision of customers in Thailand. Mixed methods were implemented. The snowball sampling was applied to select the same group consisting of 510 participants. The data were collected from January to February 2021. Data analysis was conducted through structural equation model. The results demonstrated that Electronic marketing mix had direct influence on brand management and electronic marketing mix had direct and indirect influence on consumers' online purchasing decisions. Furthermore, market focus had direct influence on brand management. In addition to this, market focus directly and indirectly influenced consumers' online shopping decisions. Last but not least, customers’ view on brand management had direct influence on online product purchasing decision of customers in Thailand.
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