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An Impact of Marketing Strategies on University Students’ Online Shopping Behavior: A Case Study of Asia Eastern University of Science and Technology, Taiwan |
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| รหัสดีโอไอ | |
| Creator | Yuchi Chen |
| Title | An Impact of Marketing Strategies on University Students’ Online Shopping Behavior: A Case Study of Asia Eastern University of Science and Technology, Taiwan |
| Contributor | Dhriwit Assawasirisilp |
| Publisher | Southeast Bangkok University |
| Publication Year | 2567 |
| Journal Title | Supply Chain and Sustainability Research (SCSR) |
| Journal Vol. | 3 |
| Journal No. | 3 |
| Page no. | 1- 23 |
| Keyword | Marketing Strategies, Online Shopping Behavior, University Students |
| URL Website | https://so08.tci-thaijo.org/index.php/SCSR/index |
| Website title | https://so08.tci-thaijo.org/index.php/SCSR/index |
| ISSN | 2822-0412 |
| Abstract | This research examines the influence of four marketing strategies - product, price, place, and promotion- on the online shopping behavior of university students. The target population consists of undergraduate andgraduate students from Asia Eastern University of Science and Technology (AEUST), Taiwan, with a totalenrollment of 3,856 students. A total of 374 valid questionnaires were collected. Data were analyzed usingdescriptive statistics, Pearson’s correlation analysis, and multiple regression analysis to assess the impact ofeach strategy on students’ purchasing decisionsThe results show that product strategy has the greatest influence on purchase decisions, with factorssuch as product details, images, and brand diversity being key drivers (Beta = 0.335, p < 0.001). Placestrategies, such as free shipping and flexible delivery options, are also significantly impactful (Beta = 0.298, p <0.001). In contrast, price (Beta = 0.158, p < 0.001) and promotion strategies (Beta = 0.262, p < 0.001) have acomparatively weaker effect on students’ decisions. This study highlights the importance of understanding thepreferences and behaviors of university students in the online shopping environment, suggesting that e-commerce platforms can improve consumer engagement by focusing on product quality and delivery options.Tailored marketing strategies, especially those that emphasize product variety and delivery convenience, canenhance customer satisfaction and loyalty among this demographic |
