The Relationship of Content Marketing Awareness and Customers’ Pathway of Purchasing Dietary Supplement Online Products for the Digital Age Elderly in Nonthaburi Province
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Abstract
The objectives of this research were to study; 1) the level of content marketing perceptions in deciding to buy health supplements online for the elderly, 2) the level of the decision making path to buy health supplements online for the elderly in the digital age, and 3) the relationship between content marketing perception and the decision making path to buy health supplements online for the elderly in Nonthaburi province. The sample consisted of 385 elderly in Nonthaburi province who had purchased herbal dietary supplements online. Sample was recruited using stratified random sampling and purposive sampling. Statistics for data analysis were frequency, percentage, mean, and standard deviation, and the Pearson's correlation coefficient. The results found that the level of content marketing perceptions overall was at high (=4.14, SD=0.53). When considering each aspect in descending order, there were problem-solving content, giving advice or knowledge content, inspirational content, giving idea content, and creating emotional or entertainment content, respectively. The level of the decision path overall found that the opinions of elderlies were high (
=4.24, SD=0.63). When considering each aspect by descending order, there were post-purchase, pre-purchase, and in-process purchases, respectively. The content marketing perception was related to the decision path such as pre-purchase (r=.438) in-process purchase (r=.411) and post-purchase (r=.552) to health supplements online for the elderly in Nonthaburi province at a statistical significance of .01.
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