THE INFLUENCE OF MARKETING MIX AFFECTING THE SUCCESS OF GEN-Y ENTREPRENEURS’ ON-LINE BUSINESS IN BANGKOK AND ITS VICINITY.
This research has the following objectives: 1) To study the success of on-line businesses classified by personal factors of Gen-Y entrepreneurs. 2) To search for the influence of marketing mix affecting the success of Gen-Y entrepreneurs’ on-line businesses in Bangkok and its vicinity. The samples used in this research are 400 Gen-Y entrepreneurs in Bangkok and its vicinity, utilizing Snow ball sampling. Statistical packages are used in analyzing descriptive statistics for Frequency, Percentage, Average, Standard Deviation and Inferential Statistics, Independent Samples t-test, One-way ANOVA, Multiple regression analysis, Multicollinearity, and Pearson product moment correlation coefficient.
The research resulted found that:
1) The success of on-line is different according to levels of education, monthly earnings, at a statistically significant level, while gender, age, and business type are not different.
2) The influence of marketing mix affecting the success of Gen-Y entrepreneurs’ on-line businesses in Bangkok and its vicinity, is found to consist of Consumer's Need (X1 =0.02), Cost of Appreciation (X2 = 0.08), Convenience to Buy (X3 = 0.15), and Communication (X4 = 0.41), of which Prediction Power indicator is 35 percent and can be written in formula form as follows: Y = 1.44+0.02 X1 +0.08 X2+0.15 X3.* +0.41 X4 **