Unveiling the 4Es Marketing Strategy: Factors Influencing Online Shopping Behavior Among Consumers in Krabi, Thailand



Experience, Everyplace, Exchange, Evangelism, Online Shopping


The rapid growth of electronic commerce (e-commerce), as well as social commerce (s-commerce), has revolutionized the way consumers shop, presenting new opportunities and challenges for marketers. Understanding the factors that influence online shopping behavior is crucial for developing effective marketing strategies. This qualitative study explores the influence of the 4Es marketing strategy on online shopping behavior among consumers in Krabi, Thailand. The 4Es strategy focuses on experience, everyplace, exchange and evangelism. This research adopted interviews with 12 key informants. Content analysis and NVivo were used to analyze the data. The findings of the study highlight the crucial role of the 4Es strategy in influencing consumers' online shopping behavior. It emphasizes the significance of personalized experiences, convenience, transparency, and customer advocacy in capturing and retaining customers in the competitive online marketplace. These insights offer valuable guidance for marketers aiming to enhance their strategies and elevate the online shopping experience for their target audience. By integrating the 4Es elements into their marketing efforts, businesses can forge strong relationships with consumers, boost customer satisfaction and loyalty, and ultimately drive online sales. Implementing these strategies can provide a competitive edge and position businesses for success in the dynamic landscape of both e-commerce and s-commerce.


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