FACTORS OF THE ONLINE MARKETING MIX AFFECTING CONSUMER PURCHASE DECISIONS FOR HEALTH COFFEE PRODUCTS VIA THE INTERNET IN THE BANGKOK METROPOLITAN REGION

Abstract

This study aimed to examine the influence of online marketing mix factors on consumer purchase decisions for health coffee products in the Bangkok Metropolitan Region. The sample comprised 400 consumers who had previously purchased health coffee online, selected through simple random sampling. A questionnaire was used as the research instrument, and data were analyzed using descriptive statistics, Pearson’s correlation, and Multiple Regression Analysis. The results showed that most respondents were female (63.75%), aged 41–50 years (30.50%), had education below a bachelor’s degree (48.75%), earned 15,001–50,000 Baht per month (30.75%), and were self-employed (25.00%). Overall, online marketing mix factors had a strong positive influence on consumer purchase decisions. The highest-rated factors were Product, Promotion, Place, and Price, respectively. For Product, consumers emphasized product variety and modernity. Regarding Price, they valued secure payment systems. For Place (distribution channel), they preferred easy-to-use website design and convenient ordering processes. Under Promotion, they favored activities such as discounts, special offers, giveaways, and loyalty programs. The correlation analysis indicated that all online marketing mix factors were significantly and positively related to purchase decisions at the 0.01 level. Among these, Price had the greatest influence (path coefficient = 0.568), followed by Product (0.141), Place (0.063), and Promotion (0.003). Together, these factors explained 78.0% of the variance in consumer purchase decisions.