The Effects of Attitude, Trust and Online Marketing Mix Factors on Purchase Decisions Made by Generation X Consumers in Bangkok to Buy Products through Facebook

Abstract

The objectives of this independent study were to examine the importance of attitude, trust and online marketing mix factors to purchasing decisions made by generation X consumers (Gen X) to buy products through the Facebook channel and specifically, to investigate the effects of attitude, trust and online marketing mix factors on Facebook purchasing decisions made by Gen X in Bangkok. The samples used in the study comprised 400 consumers in Bangkok who had experience in online shopping through Facebook and were aged between 41 and 55 years old. They were selected by using the convenience sampling method. The instrument used to collect data was a questionnaire. Statistical methods used to analyze the data were frequency, percentage, mean, standard deviation, independent samples t-test, one-way ANOVA, and multiple regression.

The study results indicated that attitude, trust and online marketing mix components: product, price, place, privacy and personalization were sufficiently important enough to affect these consumers Facebook purchasing decisions while the promotion component of online marketing mix factors was of moderate importance in affecting the purchasing decision. Furthermore, it was found that the affective, behavioral and cognitive components of attitude, dimensions of trust: reliability and confidence, and online marketing mix components comprising price, place, personalization, and privacy demonstrated effects on the Facebook purchasing decisions made by Gen X in Bangkok at a statistically significant level of .05.