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The objective of this research was to investigate consumer behavior and marketing mix influencing on buying decision via online of Bachelor’s Degree Students at universities in Songkhla Province. A questionnaire was used as a research instrument to collect the data, and descriptive statistics of frequency distributions, percentage, and mean was applied to analyze the data. There were 400 students randomly selected from 4 universities, which were Prince of Songkhla University, Rajamangala University of Technology Srivijaya, Songkhla Rajabhat University, and Hat Yai University. The results showed that most of the samples were women counted as 62.50%, and 37.50% of the samples were men. The average incomes were between 5,001 and 7,000 Baht, considered as 30.75%. The most online-bought products were clothes and accessories with 24.54%, followed by shoes and bags (18.50%). Facebook was the most popular channel for online shopping with 48.25%, followed by websites (25.50%). The most shopping period of time was 20.02-00.00 hours, counted as 48.75%. In terms of payments, transfer to bank accounts was the most used transaction with 87.25%, followed by debit cards or credit cards with 9.75%. The most marketing mix affecting buying decisions via the internet was distribution channels with the mean of 3.89, followed by products with the mean of 3.87, prices with the mean of 3.65, and promotions with the mean of 3.58.
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