BUS-05. บทความที่ประชุมวิชาการ (ระดับชาติ)

URI ถาวรสำหรับคอลเล็กชันนี้

https://dspace.spu.ac.th/handle/123456789/2638

เรียกดู

กำลังเรียกดู BUS-05. บทความที่ประชุมวิชาการ (ระดับชาติ) โดย เรื่อง "Online Shopping"

ตอนนี้กำลังแสดง1 - 2 ของ 2
  • รูปภาพขนาดย่อ
    รายการ
    The Effects of Marketing Mix on Social Commerce Store Brand Loyalty: A Case Study of Social Commerce in Thailand
    (Sripatum University, 2561-12-20) Ravipa Akrajindanon
    This study attempts to study the effects of marketing mix on social commerce store brand loyalty in Thailand. A total of 250 usable samplings of social shopping customers are obtained. The findings reveal that the predictor variables of product (β = 0.478, t = 4.658, P = 0.000), price (β = 0.484, t = 4.787, P = 0.000), place (β = 0.476, t = 4.372, P = 0.000), are achieved significance at the 0.05 level, and promotion (β = 0.423, t = 4.576, P = 0.000) reach the 0.05 significant level. the regression equation for predicting the dependent variable from the independent variable is Social Commerce Store Brand Loyalty = 2.731 + 0.228 (Product) + 0.281 (Price) + 0.273 (Place) + 0.246 (Promotion).
  • รูปภาพขนาดย่อ
    รายการ
    THE ELEMENTS OF MARKETING MIX AFFECTING THE REPURCHASE ELECTRONIC MARKETPLACE (E-MARKETPLACE) IN THAILAND
    (Sripatum University, 2560-12-14) Ravipa Akrajindanon
    This study attempts to study the relationship between marketing mix and repurchase intention of online customers on e-marketplace in Thailand. A total of 400 usable samplings of e-marketplace customers are obtained. The findings reveal that the predictor variables of product (β = 0.375, t = 3.556, P = 0.001), price (β =0.448, t = 4.697, P = 0.000), place (β = 0.366, t = 4.227, P = 0.000), are achieved significance at the 0.05 level,while promotion (β = 0.024, t = 0.886, P = 0.569) does not reach the 0.05 significant level.