Factors Influencing Purchase Decisions for Online Learning Products among Undergraduate Students in Nonthaburi Province, Thailand
Article Sidebar
Main Article Content
บทคัดย่อ
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.
Article Details
อนุญาตภายใต้เงื่อนไข Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
ทุกบทความที่ตีพิมพ์ในวารสารมนุษยศาสตร์และสังคมศาสตร์ร่มพฤกษ์เป็นทัศนะและข้อคิดเห็นของผู้เขียนมิใช่ทัศนะของมหาวิทยาลัยเกริกหรือกองบรรณาธิการ การนำบทความส่วนใดส่วนหนึ่งหรือทั้งหมดไปพิมพ์เผยแพร่ต้องอ้างอิงที่มาให้ชัดเจน
เอกสารอ้างอิง
Bauer, R. A. (1960). Consumer behavior as risk taking. In R. S. Hancock (Ed.), Dynamic marketing for a changing world: Proceedings of the 43rd National Conference of the American Marketing Association (pp. 389–398). American Marketing Association.
Booms, B. H., & Bitner, M. J. (1981). Marketing strategies and organization structures for service firms. In J. H. Donnelly & W. R. George (Eds.), Marketing of services (pp. 47–51). American Marketing Association.
Burapha, K., & Lekcharoen, S. (2025). Causal factors influencing IT product purchase decisions via the Shopee application among consumers in Bangkok and metropolitan areas. Journal of Multidisciplinary in Humanities and Social Sciences, 8(3), 1082–1098. https://so04.tci-thaijo.org/index.php/jmhs1_s/article/view/278466
Cochran, W. G. (1977). Sampling techniques (3rd ed.). John Wiley & Sons.
Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319–340. https://doi.org/10.2307/249008
Electronic Transactions Development Agency. (2019). Value of e-Commerce Survey in Thailand 2019.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate Data Analysis (8th ed.). Cengage.
Kotler, P. (1999). Kotler on marketing. Free Press. https://doi.org/10.1002/ltl.40619991107
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson.
Kotler, P., Kartajaya, H., & Setiawan, I. (2017). Marketing 4.0: Moving from traditional to digital. John Wiley & Sons.
Lauterborn, B. (1990). New marketing litany: Four P's passé: C-words take over. Advertising Age, 61(41), 26.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. Journal of marketing, 49(4), 41-50. https://doi.org/10.1177/002224298504900403
Premkit, K., Prakthayanon, S., Kumboon, B., & Kositkanin, T. (2023). Development of a Model of Factors Influencing Operational Success Implementation of the Organization’s Overall Business Entrepreneur Resource Planning System of Small and Medium Enterprises in Thailand. Journal of Political Science Mahamakut Buddhist University, 3(4), 48-62 [in Thai]
Rogers, E. M. (1962). Diffusion of innovations. Free Press.
Wertime, K., & Fenwick, I. (2011). Digi-marketing: The essential guide to new media and digital marketing. John Wiley & Sons. https://doi.org/10.1002/9781119207726
