The Influence of Digital Marketing and Social Media Advertising on Consumer Purchase Decisions via E-Commerce Platforms in Yunnan, China
Keywords:
Digital Marketing, Social Media Advertising, Purchasing Decision, E-Commerce ChannelsAbstract
The purpose of this study is to 1) study the importance of digital marketing among consumers in Yunnan Province, 2) study the importance of social media advertising among consumers in Yunnan Province, 3) study the level of consumer decision-making to purchase products through e-commerce channels in Yunnan Province, and 4) study the effect of digital marketing and social media advertising on consumer decision-making to purchase products through e-commerce channels in Yunnan Province, People's Republic of China. This research was a survey. The sample consisted of 400 consumers who had experience purchasing products through e-commerce channels in Yunnan Province. The research instruments consisted of an online questionnaire collected via the Wechat website and an application. Data were analyzed using descriptive statistics to find the mean and standard deviation. Inferential statistics were analyzed by using multiple regression analysis with the Enter Selection technique.
The research results found that consumers give the highest level of importance to digital marketing, the highest level of importance to social media advertising, and the highest level of importance to purchasing decisions through e-commerce channels. Digital marketing affects consumers’ purchasing decisions as follows: 1) e-mail marketing affects consumers’ purchasing decisions, with a multiple regression coefficient of 0.409; 2) search engine marketing affects consumers’ purchasing decisions, with a multiple regression coefficient of 0.237; and 3) Website banners affect consumers’ purchasing decisions, with a multiple regression coefficient of 0.548, statistically significant at the .05 level. However, social media marketing does not affect consumers’ purchasing decisions, with a multiple regression coefficient of 0.021. Social media advertising affects consumers’ purchasing decisions through e-commerce channels, namely: 1) consumer experience, with a multiple regression coefficient of 0.459; and 2) confidence in advertised products affects consumers’ purchasing decisions. The multiple correlation coefficient was 0.372, statistically significant at the .05 level, except that exposure to diverse news did not affect consumers' purchasing decisions, with a multiple regression coefficient of -.043, respectively.
References
กัลยา วานิชย์บัญชา. (2561). สถิติสำหรับงานวิจัย (พิมพ์ครั้งที่ 12). ห้างหุ้นส่วนจำกัด สามลดา.
กรมพัฒนาธุรกิจการค้า. (2561). ร้านค้าออนไลน์นี้ได้แจ้งการเป็นผู้ประกอบธุรกิจพาณิชย์อิเล็กทรอนิกส์ด้วยการขอรับเครื่องหมาย DBD Registered. https://www.trustmarkthai.com/
เทพ สงวนกิตติพันธุ์. (2550). การวิจัยและวิเคราะห์ข้อมูลเชิงคุณภาพ. กรุงเทพฯ: โรงพิมพ์แห่งจุฬาลงกรณ์มหาวิทยาลัย.
วิกิพีเดีย. (2565). การตลาดดิจิทัล. https://th.wikipedia.org/wiki/การตลาดดิจิทัล
ธัชชัย ลอยแก้ว บุญฑริกา รอดเสวก ไพลิน ทองสาและณัฐวิภา สินสุวรรณ. (2565). กระบวนการโฆษณา
ออนไลน์ในเฟซบุ๊ก : กรณีศึกษาเพจหนังฝังมุก. Media and Communication Inquiry, 4(2); 122-155.
Alkadrie, S. A. (2024). Exploring the impact of digital marketing strategies on consumer purchase behavior in the e-commerce sector. The Journal of Applied Sciences, 4(1), 30–45. https://doi.org/10.59613/5p6gp784
Burgess, M. (2025). Consumer preferences for email offers: a quantitative survey. Journal of Consumer Marketing, 32(4), 210 225.
Cochran, W. G. (1963). Sampling Techniques. (2nd ed.). New York: John Wiley & Sons.
Desku, B. R., & Sadrija, T. L. (2023). The impact of email marketing, online advertising and social media on the consumer decision-making process.
International Journal of E-Commerce Studies, 5(2), 101–115. Retrieved from https://thuvienso.hoasen.edu.
Delgodo, B.E., & Munuera, J.L. (2001). Brand trust in the context of consumer loyalty. European Journal of Marketing, 35, 1238-1258.
Gao, X., Yi, H., & Guo, L. (2020). An analysis of the development status and innovation path of cross-border e-commerce in Yunnan under the background of Lancang-Mekong River cooperation. Advances in Economics, Business and Management Research, AEIC 2020, 117–121.
Ha, H. Y. (2004). Factors influencing consumer perceptions of brand trust online. Journal of Product & Brand Management, 13(5), 329–342.
Kleinbaum, D. G., Kupper, L. L., & Muller, K. E. (1998). Applied regression analysis and multivariable methods (3rd ed.). Duxbury Press.
Kotler, P., & Keller, K. L. (2012). Marketing management. (14th ed.). Upper Saddle River, New Jersey: Prentice Hall.
Kotler, P., & Armstrong, G. (2010). Principles of marketing. (13th ed.). Upper Saddle River, New Jersey: Pearson Prentice Hall
Kuang, Yulan; Li, Qifang; Ning, Wangyun. (2013). Study on the Development of Yunnan Floral E-commerce, Asian Agricultural Research, 5(10), 1 3.
Laudon, K. C., & Traver, C. G. (2004). E-commerce: Business, Technology, Society. (2nd ed.). Boston, MA: Addison-Wesley.
Li, X. (2024). Consumer behavior in China. International Journal of Advanced Research, 12(7), 1-15.
Li, Y., & Zhang, Q. (2025). Key factors influencing e-commerce consumer behavior in dynamic digital environment: A comprehensive analysis in China. Hrčak. https://hrcak.srce.hr/file/488207
Liu, X., Sawagvudcharee, O., & Gao, Y. (2020). Analysis on the Influencing Factors of Agricultural Products Cross-Border e-Commerce Development in Yunnan Province of China. International Journal of e-Education, e-Business, e-Management and e-Learning, 10(1), 77-85.
Lăzăroiu, G., Neguriţă, O., Grecu, I., & Grecu, G. (2020). Consumers' decision-making process on social commerce platforms: Online trust, perceived risk, and purchase intentions. Frontiers in Psychology, 11, 890. https://doi.org/10.3389/fpsyg.2020.00890
Moodley, M. N., & Khan-Ameer, F. (2023). Social media: An effective tool to influence purchase decisions of students: A case study at a public higher education institution in South Africa. ResearchGate. https://www.researchgate.net/publication/393159688
Priansa, D. J., & Suryawardani, B. (2020). Effects of E-marketing and social media marketing on E-commerce shopping decisions. Indonesian Journal of Marketing, 20(1), 45–59. https://doi.org/10.25124/jmi.v20i1.2800
Sakhbieva, A. I., Minaev, O. M., & Albakova, A. A. (2024). Mobile applications for e-commerce and their role in consumer market transformation. Ekonomika i Upravlenie: Problemy, Resheniya, 12, 45–53. https://doi.org/10.36871/ek.up.p.r.2024.12.04.007
Song, J. (2014). Research on the development of agricultural product E-commerce in Yunnan. Agriculture Network Information. 9(3), 34-48.
Wang, C., Zhang, P., Choi, R., & D'Eredita, M. (2011). Understanding consumers' attitude toward advertising. International Journal of Electronic Commerce, 6(1), 59–94. https://doi.org/10.1080/10864415.2001.11044219
Wang, Y., Sun, S., & Li, C. (2025). The impact of social media advertising on consumers’ purchasing decisions: An empirical study. SHS Web of Conferences, 205, 01012. doi.org
Yue, Y., Ma, Z., & Wang, G. (2023). Survey and Research on the Influencing Factors for the Development of Rural Digital Logistics under the Background of the Internet-Based on Observation of H County, Yunnan Province. The Frontiers of Society, Science, and Technology, 5(12),8-14.
Zhang, J., & Qin, S. (2025). The impact of social media marketing on consumers’ purchasing intention and brand loyalty in the fashion industry. ResearchGate.
Zhou, C., Zhao, Y., Zou, Y., Cao, J., Fan, W., Zhao, Y., & Cheng, C. (2024). Predict Click Through Rates with Deep Interest Network Model in E-commerce Advertising. Retrieved from https://arxiv.org/pdf/2406.10239
陆, 晓英. (2023). 云南数字贸易与区域经济发展研究 [ Yunnan digital trade and regional economic development study. 出版社/期刊名.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Chiangrai Rajabhat University
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
ต้นฉบับที่ได้รับการตีพิมพ์ในวารสารบัญชีปริทัศน์ มหาวิทยาลัยราชภัฏเชียงราย ถือเป็นกรรมสิทธิ์ของมหาวิทยาลัยราชภัฏเชียงราย ไม่อนุญาตให้นำข้อความทั้งหมดหรือบางส่วนไปพิมพ์ซ้ำ เว้นเสียแต่ว่าจะได้รับอนุญาตจากมหาวิทยาลัยราชภัฏเชียงราย เป็นลายลักษณ์อักษร
