|
Marketing mix Factors on the Purchasing Decision of Goods and Servicesthrough Electronic Commerce of Undergraduate Students, Faculty ofManagement Science, Kanchanaburi Rajabhat University |
|---|---|
| รหัสดีโอไอ | |
| Creator | Sanchai Kitiyanan |
| Title | Marketing mix Factors on the Purchasing Decision of Goods and Servicesthrough Electronic Commerce of Undergraduate Students, Faculty ofManagement Science, Kanchanaburi Rajabhat University |
| Contributor | Sutthipoj Sribunnak, Suphatra Kanprom, Manit Khamlek, Chiraporn Buaphuang |
| Publisher | Faculty of Management Science Nakhon Pathom Rajabhat University |
| Publication Year | 2561 |
| Journal Title | Journal of Management Science Nakhon Pathom Rajabhat University |
| Journal Vol. | 5 |
| Journal No. | 2 |
| Page no. | 75-90 |
| Keyword | Marketing mix, Purchasing Decision, Electronic Commerce |
| URL Website | https://so03.tci-thaijo.org/index.php/JMSNPRU/issue/view/12520 |
| Website title | https://so03.tci-thaijo.org/index.php/JMSNPRU/index |
| ISSN | 2392-5817 |
| Abstract | This research aimed to investigate and to compare the marketing factors on the purchasing decision of goods and services through electronic commerce of undergraduate students, Faculty of Management Science, Kanchanaburi Rajabhat University, classified by personal factors. The sample consisted of 278 undergraduate students of Kanchanaburi Rajabhat University, selected by proportional Accidental Sampling. A constructed 5-level rating scale questionnaire with the reliability of 0.89 was used as a tool to collect data. The statistics employed for data analysis were frequency, percentage, mean, standard deviation, t-test, one-way ANOVA, and pair difference test by Scheffe's method. The research results revealed that: 1. The marketing factors on the purchasing decision of goods and services Through electronic commerce of undergraduate students, Faculty of Management Science, Kanchanaburi Rajabhat University were overall and in each individual aspect at a high level, ranking in the order of mean from high to low as places, promotion, personalization, prices, products, and privacy. 2. The comparing results of marketing factors on the purchasing decision of goods and services through electronic commerce of undergraduate students, Faculty of Management Science, Kanchanaburi Rajabhat University, classified by gender, were overall significantly different at 0.01 level. As for individual aspects, places and personalization were significantly different at 0.05 level. On the prices, it was found to be significantly different at 0.01 level. Products, promotion, and personalization were not significantly different. Moreover, the faculties, year of study, and monthly incomes of students were overall and in individual aspects not significantly different. |
