Buying Behavior on Social Network of Customer in Bangkok
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Abstract
The objectives of this research are 1) to study online purchasing behavior through social network 2) to study ‘service’ marketing mix that influences decision making of buyers through social network. This is a quantitative research with primary data from 400 through social network users. The data was analyzed using t-test to prove whether or not the samples’ gender affects how each of the marketing mix importance is leveled comparatively. This research also used F-test (One way Analysis of variance: Anova) to prove whether or not the samples’ gender, marital status, income, level of education affect how each of the marketing mix importance is leveled comparatively.
The result shows; The online buyers in facebook tend to buy clothing the most. The maximum repeated purchase is 1-3 times. Average expense 1,501-2,000 baht. Most of the buyers have never made online purchase before. They make their decision and buy online products regardless of occasions. The find the product availability from search engine and definitely have repeated purchase in the future.
Marketing mix composition that influences decision making in buying online products the most is distribution channels ( = 4.26), service (
= 4.25) and price (
= 4.18), respectively.
Service marketing mix is influential to purchase decision. The researcher found that difference in the target customers’ gender, age, marital status, income, occupation influences the difference in the marketing mix. The result shows that different educational levels have no influence to the marketing mix composition. Therefore, online sellers in social network should have the most appropriate marketing that best matches their target customers’ needs.
Article Details
Academic articles, research articles, and book reviews in the Ph.D. in Social Sciences Journal are author’s opinions, and not the publisher’s, and is not the responsibility of the Ph.D. in Social Sciences Journal Philosophy Association, Ramkhamhaeng University. (In the case that research is done on human, the researcher has to be trained in Ethics for Doing Research on Human Training and has to produce the evidence of the training).
References
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