|
Modern Marketing Mix Factors and Brand Image Perception Influencing Consumers Furniture Purchasing Decisions through Online Channels in Beijing, China |
|---|---|
| รหัสดีโอไอ | |
| Creator | Lu WANG |
| Title | Modern Marketing Mix Factors and Brand Image Perception Influencing Consumers Furniture Purchasing Decisions through Online Channels in Beijing, China |
| Contributor | Worasak THONGSIRI |
| Publisher | Faculty of Management Science Nakhon Pathom Rajabhat University. |
| Publication Year | 2568 |
| Journal Title | Journal of Management Science Nakhon Pathom Rajabhat University |
| Journal Vol. | 12 |
| Journal No. | 1 |
| Page no. | 168-183 |
| Keyword | modern marketing mix, brand image perception, purchasing decisions, online channels |
| URL Website | https://so03.tci-thaijo.org/index.php/JMSNPRU/issue/view/18024 |
| Website title | https://so03.tci-thaijo.org/index.php/JMSNPRU/index |
| ISSN | 2392-5817 |
| Abstract | This research aimed to examine the influence of modern marketing mix factors and brand image perception on consumers decisions to purchase furniture through online channels in Beijing, China. The target population consisted of consumers residing in Beijing who had previously purchased furniture online. The sample size was determined based on the guideline of 20 respondents per observed variable, resulting in a required sample of 360 participants, as the study included 18 observed variables. A purposive sampling method was employed to select the participants. However, only 300 valid responses were collected, yielding a response rate of 83.33%. Data were gathered using a structured questionnaire and analyzed through Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings revealed that both modern marketing mix factors and brand image perception had a statistically significant positive influence on consumers online furniture purchasing decisions, with p-values ranging from .000 to .002. The model demonstrated a predictive power of 36.6%, with brand image perception exerting a stronger influence than modern marketing mix factors. These results highlighted the importance of enhancing brand image and utilizing modern marketing strategies to foster online purchasing behavior in the furniture market. |
