Relationship Between the Marketing Factor Affecting the Loyalty in Online Purchase Decision of Consumer in Bangkok
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วันที่
2562-12-08
ผู้เขียน
ชื่อวารสาร
วารสาร ISSN
ชื่อหนังสือ
สำนักพิมพ์
Sripatum University Press
เชิงนามธรรม
The research objectives of the relationship between the marketing factor that affect the
loyalty in online purchase decision of consumer in Bangkok as follow 1. To study the marketing
factors of consumers in Bangkok 2. To study loyalty in online purchase decision of consumer in
Bangkok 3. To study the relationship between Marketing factors that influence loyalty in online
purchase decision of consumer in Bangkok. The sample group that used in this research was general
aged between 20 to 50 years, both male and female had that used to buy products online and live in
Bangkok area. We collected 400 people from questionnaire and using descriptive statistics Including
Frequency, Percentage, Mean and Standard Deviation Including testing hypotheses using inferential
statistics Including T-Test statistics and One-Way ANOVA F-Test statistics and the relationship
between variables by Pearson Correlation. The results showed that samples are mostly female, were
mostly student, educational level graduated in bachelor degree. The relationships between marketing
factors are (1) products (2) price (3) marketing promotion (4) product delivery system (5) return
policy (6) customer service is found to be related to loyalty in online purchase decision of consumer
at the statistical significance at the level of 0.01. Demographic factors such as gender, age, and
different occupations doesn’t affect loyalty in online purchase decision of consumer. Which there are
not enough observations statistic data that can be concluded that demographic variables and
consumer to loyalty in online purchase decision of consumer are linear relationship.
คำอธิบาย
คำหลัก
Prices, Products, Marketing, Promotions, Product Delivery Systems, Return Policies, Customer Service, Loyalty, Purchase Decision
การอ้างอิง
Sripatum University Press