ส่วนประสมการตลาดออนไลน์ที่มีผลต่อการตัดสินใจซื้อเครื่องใช้ภายในบ้านผ่านแอพพลิเคชั่นอินสตาแกรมของกลุ่มคนรุ่นใหม่ในอำเภอเมืองเชียงใหม่

Abstract

The Purpose of this independent study is to investigate online marketing mix affecting customer decision towards shopping household products on Instagram application of new generation in Mueang Chiang Mai District. Take an online questionnaire Data were collected from people aged 18-34 years that living in Mueang Chiang Mai District and used to buy household products via the Instagram application in the past 1 year for 385 samples. The data were analyzed using descriptive statistics in the form of frequency, percentage, mean and standard deviation and using inferential statistics in the form of Independent-Sample T-test and One-Way ANOVA. The majority of the samples were female, aged 22-25 years, status is single, occupation is student, the average monthly income is 5,001-10,000 baht, live in dormitory and the type of household products that are most often bought is personal product. The online marketing mix factors that had the greatest average impact on customer decision towards shopping household products on Instagram application in each factors are as follows: for the product factors, the products exactly as demand; for the price factors, be clear in displaying product prices; for the place factors, Multiple payment methods for example, transfer money through a bank account, promptpay or using a credit card ; for the promotion factors, there is a free delivery service; for the personalization factors, responding and solving problems for customers quickly; and for privacy factors, do not publish customer information without permission. The results demonstrated that the influence of online marketing mix on customer decision towards shopping household products on Instagram application in each factors varied according to different demographic characteristics. The influence of product factors differed according to gender and frequency of purchase per month. The influence of price and place factors differed according to gender, frequency of purchase per month and the most popular type of household products. The impact of promotion factors differed according to gender. The influence of personalization factors differed according to frequency of purchase per month. Finally, the impact of privacy factors differed according to frequency of purchase per month and the most popular type of household products.