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Title Digital Marketing Factors, Social Media Advertising and Logistics Competency Affecting Decision to Buy Online Products via Electronic Commerce |
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| รหัสดีโอไอ | |
| Creator | Supakorn Tunvaravuttichai |
| Title | Title Digital Marketing Factors, Social Media Advertising and Logistics Competency Affecting Decision to Buy Online Products via Electronic Commerce |
| Contributor | Boonthai Kaewkhuntee |
| Publisher | KASETSART BUSINESS SCHOOL |
| Publication Year | 2564 |
| Journal Title | Kasetsart Applied Business Journal |
| Journal Vol. | 15 |
| Journal No. | 22 |
| Page no. | .23-40 |
| Keyword | Digital Marketing and Advertising Media, Logistics Competency, Decision Making to buy on online products, Electronic Commerce |
| URL Website | https://so04.tci-thaijo.org/index.php/KAB |
| Website title | http://journal.bus.ku.ac.th/ |
| ISSN | 1906-0254 (print) 2539-6250 (online) |
| Abstract | It is required for the business sector to study the factors affecting the decision to buy online products via electronic commerce consisting of digital marketing factors, social media advertising and logistics competency to respond to consumer needs and develop sales channels to be effective for business success. The purpose of this research was to explore 1) opinion levels on digital marketing factors, advertising media and logistics competency and 2) digital marketing factors, advertising media and logistics competency affecting decision to buy online products through the electronic commerce marketplace. The research was a quantitative study undertaken through the sampling group consisting of 400 Internet users reserving and making their orders of products or services via online system in 2018. The convenience sampling and data collection of the target group were carried out through online questionnaires placed on the Google Form website in the social network. The statistics used for data analysis descriptive statistics include percentage, average, standard deviation, Simple regression analysis and multiple regression analysis using Stepwise method. The results of the research showed that 1) The majority of the samples were 211 males at the age of 31-40 years with single status, bachelor' s degree education, state-enterprise/government official occupation who gain a monthly income gain over 25,001 Baht., 2) In view of digital marketing and advertising media, the results represented that the overall opinions were at the highest level., 3) For the logistics competency, the overall opinions were at a high level., and 4) Considering the purchase decision, it was found that the overall opinions were at the highest level, respectively. The results of this research can be further utilized for development of digital marketing strategies to be In accordance with current purchase behavior of customers and applied for marketing planning and selection of marketing tools in order to be in line with the target and also increasing competitiveness in due course. |
