Marketing Factors Influencing Consumers’ Repurchase Intention Car Insurance Via the Facebook Page of Insurance Company Limited.
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Abstract
The objectives of this research were to (1) study consumer behavior in purchasing car insurance via the Facebook page of Insurance Company Limited (2) study the factors of online marketing mix that affect consumers’ repurchase intention to buy car insurance via the Facebook page of Insurance Company Limited (3) study the elements of digital media affecting consumers’ repurchase intention to buy car insurance via the Facebook page of Insurance Company Limited and (4) use the research results as a guideline in determining the marketing mix and the composition of digital media that is suitable for doing car insurance business via Facebook . The data collection tool is an online questionnaire with a sample of 400 people. The research results found that privacy and promotion factors affect consumers’ repurchase intention to buy car insurance via the Facebook page of Insurance Company Limited. In term of digital media, the result found that noise, image, and video factors affect consumers’ repurchase intention to buy car insurance via the Facebook page of Insurance Company Limited.
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