ONLINE MARKETING STRATEGIES AFFECTING CONSUMER ATTITUDES OF FROZEN SEAFOOD

Abstract

The objectives of the research were: 1) to study the demographic factors that affect consumer attitudes towards frozen seafood, and 2) to study the online marketing factors that affect consumer attitudes towards frozen seafood. The samples for this research included consumers who have experience purchasing frozen seafood or consumers who are likely to decide to purchase frozen seafood. The total population is unknown, we used Taro Yamane's formula to select a sample size of 400 people. The statistics used in data analysis included frequency, mean, test of variance, and analysis of multiple regression equations. The results of the study found that: 1) Demographic factors such as gender, age, occupation, monthly income, family members, and accommodation characteristics affect consumer attitudes towards frozen seafood through online channels, and 2) Online marketing strategies in terms of products, prices, distribution channels, marketing promotions, privacy protection, and personal service affects consumer attitudes towards frozen seafood through online channels. These results were statistically significant at the .05 level.