MARKETING MIX FACTORS AFFECTING CONSUMERS' ONLINE PURCHASING BEHAVIOR IN HATYAI MUNICIPALITY, HATYAI DISTRICT, SONGKHLA PROVINCE

Abstract

This article is a survey research to study the relationship between variables and marketing mix factors and consumer’s behavioral online purchasing in Hatyai Municipality. The objectives are to 1) study the levels of marketing mix factors 2) study online purchasing behavior and 3) study marketing mix factors that affect online purchasing behavior. The sample group used in the research was 400 consumers in Hatyai Municipality, Hatyai District, Songkhla Province, using simple random sampling. The questionnaire as a tool with the 5-point Likert rating scale has a confidence level of 0.918. The statistics used are mean, standard deviation and multiple regression analysis. The results found that 1) The level of marketing mix factors in purchasing online products by consumers in Hatyai Municipality, Hatyai District, Songkhla Province was overall at a high level ( = 4.241 SD = .518) and when considering In each aspect, it was found that all aspects were at a high level. 2) The level of online purchasing behavior. Overall, it is at a high level and all issues were at a high level,too ( = 4.273 SD = .617). The purchase convenience having the highest mean value ( = 4.515 SD = .641) and 3) the marketing mix factor that affect consumer’s behavioral online purchasing in Hatyai Municipality, Hatyai District, Songkhla Province namely, product factors, price factor, distribution channel factors and marketing promotion factors that were able to explain 47.60 percent about the change of consumer’s behavioral online purchasing. However, the marketing promotion factor has the highest regression coefficient (β4 = 0.625) and the product factor has the least regression coefficient (β1 = -0.005)