Marketing Mix Factors Affecting Online Shopping Behavior of Private Company Employees in Nakhon Pathom Province

Abstract

The objectives of this research were to (1) study demographic characteristics affecting online shopping behavior of private company employees in Nakhon Pathom Province and (2) study marketing mix factors affecting online shopping behavior of private company employees in Nakhon Pathom Province. This research employed quantitative research methodology. The population was private company employees in Nakhon Pathom Province. The sample consisted of 385 private company employees who had purchased products online in Nakhon Pathom Province, selected through simple random sampling. Data were collected using questionnaires. The statistics used for analysis included percentage, mean, and standard deviation. The statistics used for hypothesis testing included Independent T-test, One-way Analysis of Variance, and Multiple Regression Analysis.
The research findings revealed that (1) demographic characteristics including gender, age, education level, and income did not affect online shopping behavior of private company employees in Nakhon Pathom Province differently, and (2) marketing mix factors including product, price, place, promotion, people, physical evidence, and process affected online shopping behavior of private company employees in Nakhon Pathom Province differently at the statistical significance level of 0.05.