The Affecting of Omni Channel Marketing Towards it Product Purchase Decision Making in Thailand

Abstract

The objectives of this research were 1) to examine the consumer’s opinions for Omni Channel Marketing effecting the purchase decision making of IT product, and 2) the Omni Channel Marketing that effected the consumer’s buying decisions of IT products. The samples of this study included the consumers who had experiences in buying IT products both of offline (physical store) and online channel for 385 people by using a Convenience sampling method. In addition, the study’s tool in collecting data was a Google form’s questionnaire online. The statistical methods were use data analysis is Descriptive Analysis such as percentage, mean and standard deviation. The statistics used for testing hypotheses is Inferential Statistics including Multi Regression Analysis with hypothesis testing. The research results were found as follows;
1. The consumers’ opinions effecting omni channel marketing in purchase decisions of IT products in four aspects which were the Integrating, the Maximizing, the Delivering and the Engaging for over all found opinion in agree, which was the Integrating found opinion in most agree.
2. The purchase decision making of IT products process in five aspects which were need recognition, search for information, pre-purchase evaluation of alternatives, purchase decision and post- statistically for over all found opinion in agree , which were search for information, pre-purchase evaluation of alternatives and purchase decision found opinion in most agree.
3. The result revealed of hypotheses omni channel marketing are associated with purchase decisions of IT products process, in the same direction where the significant level at .05 and the Engaging found opinion in most effecting, explaining the variability in the use of Omni Channel Marketing effecting the purchase decision making of IT product at 60.6 percent (R2 = .606).