Online Marketing Mix Factors influencing Second-handed Clothing Purchases via Live Streaming in Chonburi Province

Abstract

This research aimed to examine the relationship between the online marketing mix and consumers' decision-making regarding the purchase of second-hand clothing through live-streaming platforms in Chonburi Province. The study employed a quantitative research approach with a sample of 415 respondents. A questionnaire was used as the research instrument. The statistical methods applied for data analysis included percentage, mean, standard deviation, t-test, one-way analysis of variance (ANOVA), and Pearson’s correlation coefficient. The findings revealed that the majority of respondents were female, aged between 20 and 30 years, held a bachelor’s degree, were students, and had an average monthly income of less than 15,000 baht. Most respondents resided in Chonburi Province and used online media for an average of 9-12 hours per day. They typically spent 16-30 minutes per session online and were most active between 6:01 p.m. and 9:00 p.m. Most respondents (412 individuals) had purchased clothing online, primarily through Facebook, and spent less than 500 baht per transaction. Furthermore, the results indicated that the online marketing mix was significantly related to consumers’ decision-making in purchasing second-hand clothing through live streaming in Chonburi Province. Among the dimensions of the online marketing mix, Product and Promotion received the highest mean scores (3.42), followed by Place (3.41), Personalization (3.40), Price (3.34), and Privacy (3.27). The analysis also showed that personal factors, including age, educational level, occupation, income, and place of residence, had significantly different effects on perceptions of the online marketing mix in purchasing second-hand clothing through live streaming. However, gender did not have a statistically significant effect on perceptions of the online marketing mix, at the 0.05 significance level. In addition, the online marketing mix demonstrated a moderate to high positive relationship with consumers’ purchasing decisions for second-hand clothing through live streaming, with a correlation coefficient (r) of 0.667.