DIGITAL MARKETING COMMUNICATIONS TOWARD TAXI SERVICE APPLICATIONS IN BANGKOK, THAILAND

Abstract

Abstract
This research aimed (1) to study digital marketing communication toward taxi service
applications in Bangkok Thailand (2) to analyze the relationship model of digital marketing
communication and decision to use the taxi service application (3) to analyze the digital marketing
communication influencing factors toward consumer’s decision. There were 400 samples that have
been used taxi service applications service in Bangkok. The samples were selected by purposive
sampling method, the online questionnaire was a research tools. The research data was analyzed
by descriptive statistics which are average percentage and standard deviation. Moreover, Pearson
Product-Moment Correlation Coefficient and multiple linear regressions with stepwise were adapted
to identify a correlation.
The results of study have shown demographic data that the majority of samples were
male, 18 – 25 years old, graduated in Bachelor’s degree, private company employees, and average
monthly income ranging from 20,001 – 30,000 Baht. The samples used taxi service application
because they need the transportation service to their workplace, availability and ubiquitous
service. While most of the samples used taxi service application 3 - 5 times per month and most
of the service was on every Monday at 7am – 9am. Thus, the digital marketing communications
have been related to the decision to used taxi service application in Bangkok Thailand as shown
by a multiple linear regression equation. Decision Making Service = 0.394 Digital Media Promotion
+ 0.325 Perceptual + 0.297 Perceived Benefit - 0.104 Digital Advertising. Moreover, the consumer’s
decision to used taxi service application in Bangkok was effected by four aspects of the digital
marketing communication at 68.5 percent in Bangkok was effected by four aspects of the digital
marketing communication at 68.5 percent.