Authors :
Thongchai Jattabudh; Sirachaya Karawek; Surachat Lothongkum
Volume/Issue :
Volume 9 - 2024, Issue 2 - February
Google Scholar :
http://tinyurl.com/mu8zzuwj
Scribd :
http://tinyurl.com/44dx2y2m
DOI :
https://doi.org/10.5281/zenodo.10686237
Abstract :
This research aims to study demographic
factors. Marketing factors and behavior in purchasing
products via online media of consumers Including the
study of demographic factors and marketing factors that
affect consumers' purchasing behavior via online media.
The sample group used in the research study was 400
consumers in Mueang District, Chonburi Province, using
an online questionnaire as a data collection tool. and use
the obtained data to analyze the statistical results
according to the research objectives with a ready-made
program. The statistics used to analyze the data are
descriptive statistics consisting of frequency, percentage,
mean and standard deviation. and quantitative statistics
include Independent Sample t-test, Chi-square, and
Multinomial Logistic Regression Analysis.
Major Findings: the majority of the sample were female,
aged 21 - 25 years, with a certain level of education, bachelor's
degree or equivalent, occupation: student, have a working
period of less than 1 year and have an income of less than
15,000 baht. Most of the media used is Facebook. They have a
purchasing behavior 1 - 2 times per month. and choose to buy
at a price level of less than 1,000 baht. The results of the
hypothesis testing found that demographic factors that affect
the media used to purchase products are different, including
age, educational level, occupation, work experience. and
income level. Demographic factors that affect the frequency of
purchasing products include gender. Demographic factors
that affect the price level of purchasing products include
gender, age, education level, occupation, work experience, and
income. As for the study of marketing factors that affect the
behavior of buying products through online media, it was
found that the marketing factors that affect the media used by
consumers to purchase products include product and price
aspects. Marketing factors that affect the frequency of
purchasing products by consumers include products. As for
the price level of purchasing products, there is no market
factor that affects it at all.
Keywords :
Buying Behavior; Online Media and Marketing Factors.
This research aims to study demographic
factors. Marketing factors and behavior in purchasing
products via online media of consumers Including the
study of demographic factors and marketing factors that
affect consumers' purchasing behavior via online media.
The sample group used in the research study was 400
consumers in Mueang District, Chonburi Province, using
an online questionnaire as a data collection tool. and use
the obtained data to analyze the statistical results
according to the research objectives with a ready-made
program. The statistics used to analyze the data are
descriptive statistics consisting of frequency, percentage,
mean and standard deviation. and quantitative statistics
include Independent Sample t-test, Chi-square, and
Multinomial Logistic Regression Analysis.
Major Findings: the majority of the sample were female,
aged 21 - 25 years, with a certain level of education, bachelor's
degree or equivalent, occupation: student, have a working
period of less than 1 year and have an income of less than
15,000 baht. Most of the media used is Facebook. They have a
purchasing behavior 1 - 2 times per month. and choose to buy
at a price level of less than 1,000 baht. The results of the
hypothesis testing found that demographic factors that affect
the media used to purchase products are different, including
age, educational level, occupation, work experience. and
income level. Demographic factors that affect the frequency of
purchasing products include gender. Demographic factors
that affect the price level of purchasing products include
gender, age, education level, occupation, work experience, and
income. As for the study of marketing factors that affect the
behavior of buying products through online media, it was
found that the marketing factors that affect the media used by
consumers to purchase products include product and price
aspects. Marketing factors that affect the frequency of
purchasing products by consumers include products. As for
the price level of purchasing products, there is no market
factor that affects it at all.
Keywords :
Buying Behavior; Online Media and Marketing Factors.
