Online Marketing Communications Affecting the Bangkok Purchasing From Lazada

Abstract

The objectives of this research were to study 1) Bangkok consumers’ exposure to online marketing communications from Lazada; 2) Lazada’s online marketing communications that affected Bangkok consumers’ decisions to buy things from Lazada; 3)  a comparison of the demographic factors of Bangkok consumers and their purchases from Lazada; and 4) the relationship between Lazada’s online marketing communication and Bangkok consumers’ decisions to buy things from Lazada.

This was a survey research. The sample population was 400 consumers aged 15 and over in Bangkok who had made purchases from Lazada. The sample population was chosen through purposive sampling. The data collection tool was a questionnaire. Data were statistically analyzed using frequency, percentage, mean, standard deviation, t test, ANOVA and Pearson’s correlated coefficient.

The results showed that 1) Most of the samples were exposed to online marketing communication from Lazada through mobile applications, mostly during the time period 18:01 - 21:00. They were interested in health and beauty products to a high degree. 2) Online marketing communications in the form of advertisements, public relations and direct marketing all had a strong influence on consumers’ decisions to buy. 3) Bangkok consumers with different educational levels and incomes had different purchasing from Lazada behavior, to a statistically significant degree at confidence level 0.05. 4) Online marketing communication was related to Bangkok consumers’ purchases from Lazada to a statistically significant degree at confidence level 0.05.