THE IMPACT OF ONLINE MARKETING INNOVATION STRATEGY ON DECISION TO BUY ELECTRICAL PRODUCTS VIA THE INTERNET: A CASE OF BEIJING FIRM’S HAIER GROUP

Abstract

This study has the purpose to examine the impact of online marketing innovation strategy on decision to buy electrical products via the internet, especially in a case of Beijing firm's Haier Group, China. The target population was people living in Beijing, China, and the sample of the study were 400 people purposively drawn from the population. A set of questionnaires were utilized as a tool for data collection. The research hypothesis was tested with the Enter method of multiple regression analysis and descriptive statistical analysis consisting of frequency, percentage, mean, and standard deviation were also employed. The level of statistical significance was set at 0.05 level. From data analysis, the study found that the respondents had a high level of overall and individual opinions on online marketing mix. Also, the respondents had opinions on experience at the highest level of mean, followed by evangelism, exchange, and everywhere respectively. The decision of consumers of the company to purchase electronics products online in Beijing, China, was statistically significant at .01 level with a predictive power of 31.3%. The findings provide useful information for the company and future research on buying electrical products via the internet.