Shopee's marketing mix and its influence on purchase decisions of consumers in the Bangkok metropolitan area
Keywords:
Online Marketing Mix, Purchase Decision, Shopee ApplicationAbstract
This research aims to: (1) study the demographic characteristics and purchasing behaviors of consumers in the Bangkok metropolitan area when using the Shopee application; and (2) analyze the influence of online marketing mix factors on the purchasing decisions of these consumers. Data was collected through a questionnaire administered to a sample group of 400 people who live, work, or study in Bangkok. The statistical methods used were frequency, percentage, mean, standard deviation, and multiple regression analysis. The research findings revealed that 1) The majority of the sample were female, aged 41-50, and were students with an average monthly income of 10,001-20,000 Baht. 2) In terms of purchasing behavior, most bought products via the Shopee application 3-4 times per week, with an average spending of less than 500 Baht per transaction. They expressed a high level of satisfaction with the online marketing mix factors, particularly privacy and promotion. And 3) The hypothesis testing using multiple regression analysis confirmed that distribution channels, promotion, personal service, and privacy factors had a statistically significant impact (at the 0.05 level) on the decision to purchase through the Shopee application. The results of this study suggest that Shopee should prioritize these factors to improve its marketing strategies and better meet the needs of consumers in the Bangkok Metropolitan Area.
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