Marketing Innovation Affecting the Decision to Buy Products Online of Consumers in Khlong Yong Sub-district, Phutthamonthon District, Nakhon Pathom Province

Abstract

         The objective of this research is to study marketing innovations that have an effect on online purchasing decisions of consumers in Khlong Yong Subdistrict, Phutthamonthon District, Nakhon Pathom Province. A simple random sampling method included 400 people. The instrument used in the research was a questionnaire. Data were analyzed by statistical analysis in forms of frequency distribution, percentage, mean, and standard deviation. The results showed that: 1) most of the consumers are female, aged between 21-40 years old, having education level at a bachelor's degree or an equivalent, most of them have income between 10,001 - 20,000 baht, 2) the overall value of marketing innovation of consumers in Khlong Yong Sub-district, Phutthamonthon District, Nakhon Pathom Province was at the moderate leve as well as each aspect was also at a moderate level, say, service innovation, innovation process, and product innovation, respectively, 3) the overall value of consumers' online purchasing decisions in Khlong Yong Sub-district, Phutthamonthon District, Nakhon Pathom Province was at a moderate level, first, the evaluation of alternatives, problem awareness, information seeking, purchase decision, and behavior after buying, 4) the different product innovations make no difference on online purchasing decisions regarding problem awareness, information seeking, alternative assessment, purchase decision, and behavior after buying, 5) different service innovations make no difference on online purchasing decisions, say, problem awareness, information seeking, alternative assessment, purchase decision, and behavioral characteristics after the purchase, and 6) different process innovations make no difference on online purchasing decisions in terms of problem awareness, information seeking, alternative assessment, purchase decision, and behavioral characteristics after the purchase.