CUSTOMERS ACCEPTANCE OF DIGITAL MARKETING TOOS

Abstract

The purpose of this study was to study the adoption of digital marketing tools by customers of Haadthip Commercial Company Limited. The target group used in this research is a group of 273 Gold and High Potential Silver stores. Use a questionnaire to collect data. The statistics used in the data analysis are percentages. Frequency distribution, average, standard deviation Coefficient: Pearson correlation. The results of the study that most of the sample were female, aged between 41-50 years. It is characterized as a retail and wholesale store. Income between 400,000-599,999 baht with a frequency of service 4 times/month. The products purchased with most companies are household Consumer Products Most stores use the channel to contact the company through in-store sales staff and online. The results of the hypothesis test show that 1) The acceptance of digital marketing tools in terms of perception of benefits influences the attitude towards use, but the simplicity does not influence the attitude towards the use of digital marketing tools of customers of Haadtip Commercial Co., Ltd. 2) Customers' perception of benefits influences their intention to use digital marketing tools. There is no influence on the company's intention to use digital marketing tools of Haadtip Commercial Co., Ltd. The sample group regularly uses digital marketing tools, which are social media, Social media it is the main medium for presentation and publicity so that users are aware of the benefits of the product as well as the benefits that the store will receive from using it and leading to practical use in communication and purchase.