The Influence of Digital Marketing on Consumers’ Sports Equipment Purchase Decisions at Siam Surin Sports Limited Partnership
DOI:
https://doi.org/10.65205/jmsr.2026.e287633Keywords:
Digital Marketing, Purchase Decision, Sports EquipmentAbstract
This research aimed to (1) examine the level of digital marketing of Siam Surin Sports Limited Partnership, (2) examine the level of consumers’ purchasing decisions for sporting goods at Siam Surin Sports Limited Partnership, and (3) investigate the influence of digital marketing on consumers’ purchasing decisions for sporting goods. The sample consisted of 385 consumers who had previously purchased or had experience purchasing sporting goods from Siam Surin Sports Partnership Limited. The researchers selected the sample using purposive sampling. The research instrument was a questionnaire. The researchers analyzed the data using descriptive statistics and multiple regression analysis.
The results revealed that (1) the overall level of digital marketing was high ( = 3.92, S.D. = .46), with product content and information and promotional strategy having the highest mean scores; (2) the overall level of consumers’ purchasing decisions for sporting goods was high (= 3.92, S.D. = .50). Consumers reported high levels of post-purchase satisfaction and information comparison prior to making purchasing decisions; and (3) digital marketing had a statistically significant influence on consumers’ purchasing decisions for sporting goods and jointly explained 48.80% of the variance in purchasing decisions (R² = .488). Specifically, product content and information, online marketing communication, social endorsement and engagement, and promotional strategy significantly influenced purchasing decisions at the .05 significance level, whereas customer experience through digital channels did not.
The findings confirm the important role of digital marketing in influencing consumers’ purchasing decisions and provide academic insights for developing digital marketing research models. They also offer practical implications for further research and for developing marketing strategies for retail businesses and other businesses with similar characteristics.
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