Factors Influencing Purchase Decisions for Online Learning Products among Undergraduate Students in Nonthaburi Province, Thailand
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Abstract
This study examines the factors influencing purchase decisions for online learning products among undergraduate students in Nonthaburi Province, Thailand. A quantitative survey was conducted with 400 undergraduate students selected using Cochran's sampling formula and simple random sampling. (Cochran, 1997). Data were analyzed using SPSS Version 22, employing descriptive statistics (frequency, percentage, mean, and standard deviation) and multiple regression analysis at the .05 significance level. The results indicated that the overall marketing mix (7Ps) significantly influences purchase decisions (β = .788, p < .001). When analyzed individually, process, customer experience, promotion, and product significantly and positively affected purchase decisions, while price, place, and people show no significant impact. The model explained 69.1% of the variance in purchase decisions. The findings highlights the importance of efficient processes and positive digital experiences in shaping student purchasing behavior. This study contributes to digital consumer behavior literature and offers managerial implications for online learning product providers in emerging markets.
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