A Study of Online Buying Behaviors Affecting Online Marketing Mix Factors of Consumers in the Thonburi Area

Abstract

        The objectives of this research are 1) to study the demographic profile, online buying behaviors, and online marketing mix factors of consumers in the Thonburi area 2) to study the buying behaviors of consumers in the Thonburi area, 3) to study the demographic profile of consumers in Thonburi area and its impacts on the online marketing mix factors. The research employed descriptive statistics, t-test and One Way ANOVA with 400 samples obtained by Purposive Sampling. The research samples must dwell in Thonburi area and have had online purchasing experiences. The research findings indicated that gender, age and income of consumers in the Thonburi area have impacted online marketing mix factors. In term of online buying behaviors, it was found that consumers were satisfied with purchasing health and beauty products such as face masks, alcohol and cosmetics. Key influencing factors on shopping online are saving of travel costs and lower prices, while the main online channels of purchasing are Shopee with the frequency of purchasing 1-2 times per month and with the budget of 101-300 baht.