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dc.contributor.authorPhithakraktham, Chaiwaten_US
dc.contributor.authorชัยวัฒน์ พิทักษ์รักธรรมen_US
dc.date.accessioned2016-09-05T03:38:38Z
dc.date.available2016-09-05T03:38:38Z
dc.date.issued2016-09-05
dc.identifier.urihttp://repository.rmutp.ac.th/handle/123456789/1999
dc.descriptionวิทยานิพนธ์ (บธ.ม.) -- มหาวิทยาลัยเทคโนโลยีราชมงคลพระนคร, 2556en_US
dc.description.abstractThe Objectives of this research aim to study about demographic factors which influence customers’ behaviors for online products and to study about the importance of marketing mix factors of customers. This research also study about the relationship between marketing mix factors and customers’ buying decision for online products. This research collects data from 384 online questionnaires and then analyzes data with Chi-Square test and Chi-Square Correlation. The research reveals that the difference of demographic factors influence to customers’ buying decision for online products by genders, age, education, occupation, average revenues and marital status. The customer recognized marketing mix factors as an important level which consistent to Kotler and Armstrong (2009) model. They indicate that marketing mix factors influence buying behaviors of customer. The most important of marketing mix factor from customers’ perspective is the process factor. The marketing mix factors (Product, Price, Place, Promotion, People, Process and Physical Evidence) are related to customers’ behaviors in some aspects. The findings suggest that entrepreneur should pay more attention on the marketing mix by presenting unique online products to make differentiate from the other products in common shop. This might motivate customer’s behaviors for buying more online products. Moreover, entrepreneurs should precisely focus on quality of products because consumers always complain about quality of products which exaggerated from advertisement. From this reason make consumers gain negative attitudes from buying online products which affect to next buying from customers.en_US
dc.description.sponsorshipRajamangala University of Technology PhraNakhonen_US
dc.language.isothen_US
dc.subjectMarketingen_US
dc.subjectOnline productsen_US
dc.subjectBuying decisionen_US
dc.subjectconsumeren_US
dc.titleFactors relating to consumers’ buying decision for online productsen_US
dc.title.alternativeปัจจัยที่มีความสัมพันธ์ต่อการตัดสินใจซื้อสินค้าออนไลน์ของผู้บริโภค
dc.typeThesisen_US
dc.contributor.emailauthorarit@rmutp.ac.th


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