Trust, Price Strategies and Sales Promotion Affecting Online Purchase Intention of the Elderly in Songkhla Province
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Abstract
The study aimed to 1) compare the online purchasing demand of the elders in Songkhla Province classified according to personal factors and 2) understand the influences of the pricing strategies, promotion, and trust that affected the online purchasing demands of the elders in the province. The samples were 400 elders in Songkhla who have done online shopping. The statistical tools used in the analysis were frequency, percentage, mean, standard deviation, t-test, F-test with One-way ANOVA, and multiple linear regression. The finding revealed that the samples who had different educational backgrounds, careers, monthly incomes, and hobbies reflected different levels of online purchasing demands with the statistical significance at .01 level. What is more, the trust factors in terms of convenience, and sales promotion marketing factors, trust factors on caring and giving, and marketing factors on pricing strategies influenced the online purchasing demands of the elders in Songkhla Province with the influence level of 41.8%.
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