The Digital Marketing that Influences Consumers' Community Product Purchasing Decisions through Electronic Commerce Channels
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Abstract
The objectives of this article are to: 1) study the purchasing behavior of consumers in the community through electronic commerce channels. 2) Compare purchasing decisions categorized by demographic information and customer purchasing behavior. 3) study digital marketing factors that affect community products’ purchasing decisions. This research is quantitative, with the population being consumers who have previously purchased community products through electronic commerce systems in Bangkok, with the actual number unknown. The sample group consists of 400 individuals selected using a purposive sampling technique. Data collection tools include questionnaires. Statistical analysis methods comprise percentages, averages, standard deviations, t-tests, F-tests, and multiple regression analysis. The research findings indicate that: 1) Most respondents are male, aged 20-25, have a bachelor's degree, are students, have a monthly income of less than 15,000 Baht, and are single. They primarily purchase community products through Facebook. Reasons for their purchasing decisions include interesting sales promotions, making decisions themselves, buying 3-4 times a week, spending less than 1,000 Baht per purchase, ordering via smartphones, and making purchases between 20:01 and 24:00. They purchase various product types. 2) Differences in demographic characteristics and customer purchasing behavior among respondents impact their purchasing decisions for community products through electronic commerce channels. 3) Digital marketing factors positively influence community product purchasing decisions. These factors include content marketing, social media marketing, SEO, and email marketing. The results highlight the importance of digital marketing factors in influencing purchasing decisions and ultimately increasing sales for businesses and community development.
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