The Digital Marketing Factors That Affect the Efficiency of Online Product Sales on The Shopee Platform.

Abstract

            In this research, the researchers aimed to investigate the digital marketing factors affecting the efficiency of online product sales on the Shopee platform. The objectives of the study were as follows: To examine the differences in the efficiency of online product sales on the Shopee platform based on demographic characteristics. To study the digital marketing factors that influence the efficiency of online product sales on the Shopee platform using a questionnaire as a data collection tool from a sample group of 400 individuals. The researchers employed various statistical methods, including frequency distribution, percentage, mean (x̅), and standard deviation (S.D). For variables with two groups, they used t-tests, while for variables with three or more groups, they used one-way analysis of variance (ANOVA) with F-test. When differences were identified, they performed post-hoc tests using the LSD Method. Additionally, multiple regression analysis was conducted at a significance level of 0.05.

          Here are the key findings of the study: The majority of online product sellers on the Shopee platform were female, aged between 41-50 years, engaged in private business, and had an income ranging from 300,001 to 400,000 Baht. Digital marketing factors, on the whole, were found to have a significant influence on the efficiency of online product sales. Content marketing had the highest average score, while social media marketing had the lowest. The overall efficiency of online product sellers on Shopee was high. The factor with the highest average score was timing, while the factors with the lowest average scores were job quality and workload. There were differences in the efficiency of online product sales on Shopee based on demographic characteristics. Age and gender had an impact on efficiency, with older sellers (above 51 years) and female sellers being more efficient. Digital marketing factors significantly influenced the efficiency of online product sales on the Shopee platform. The most influential factor was content marketing, followed by homepage control, website factors, email marketing, and social media, with a combined predictive power of 75.1% (F= 241.565, p<.01).