The Effect of Online Marketing Mix Factors on Decision To Purchase through Electronic Commerce Channel of Generation Y consumers.

Abstract

The objective of this research is to examine the effect of online marketing mix factor on decision to purchase through electronic commerce channel of Generation Y consumers. The questionnaire was used as a tool to collect data from 424 consumers in Nakhon Ratchasima Municipality, Nakhon Ratchasima province who have purchased goods through electronic commerce channels during the last 6 months. The descriptive statistics includes frequency, percentage, mean and standard deviation is used to analyze the data.The hypothesis was tested by multiple regression analysis. The results showed that online marketing mix in the dimensions of product, price, place, promotion and personalization had a positive effect on purchasing decision through electronic commerce channel of Generation Y group at 0.01 statistical significant level and dimensions of Personalization had a positive effect on purchasing decision through electronic  commerce channel of Generation Y group at 0.05 statistical significant level. All of the independent variables are able to predict decision to purchase at 54.5 percent (R² = 0.545).