Online Marketing Mix Factors Affecting the Decision to Buy Fashion Clothes through E-Commerce Website in Mueang, Phitsanulok Province
Keywords:
Demographic Characteristics, Marketing Mix Factor, Electronic Commerce, Fashion ClothesAbstract
The objective of this study was to analyze demographic characteristics (gender, age, status, education level, occupation, and monthly income) and marketing mix factors of the e-commerce website affecting to purchasing decision of fashion clothes, from the customers who used to purchase the products through the e-commerce website. Data were collected by using questionnaires with 400 samples. The statistics used for data analysis consisted of average, percentage, standard deviation, inferential statistics with independent sample t-test, one-way ANOVA and multiple regression analysis. The study found that the demographic majority respondents were female, aged 30-39 years old, bachelor’s degree and single. Also, they worked for private companies and their average monthly income were 15,000-24,999 baht. For the factors of marketing mix, the importance of marketing mix factors were at the high level but privacy policy factor is the only one was at the medium level. The respondents paid attention to the factors in order of priority as follows; price, promotion, place, personality, product and privacy policy. The result of purchasing decision of fashion clothes, through the ecommerce website comparing the demographic characteristics to the marketing mix factors was significantly different at the statistical level of 0.05.
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