The Effects of Marketing Mix on Social Commerce Store Brand Loyalty: A Case Study of Social Commerce in Thailand
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วันที่
2561-12-20
ผู้เขียน
ชื่อวารสาร
วารสาร ISSN
ชื่อหนังสือ
สำนักพิมพ์
Sripatum University
เชิงนามธรรม
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).
คำอธิบาย
School of Business Sripatum University.
คำหลัก
Marketing Mix, Social Commerce, Online Shopping, Store Brand Loyalty
การอ้างอิง
Ravipa Akrajindanon. (2018). The Effects of Marketing Mix on Social Commerce Store Brand Loyalty: A Case Study of Social Commerce in Thailand. The 13th National and International Sripatum University Conference (SPUCON2018).