The Causal Relationship of Online Marketing Mix, Perceived Value, Brand Credibility and Customer Intentions to Purchase Furniture in Thailand
Article Sidebar
Main Article Content
Abstract
The purpose of this research was to study examine the consistency of causal relationship patterns between online marketing mixes. perceived value brand credibility and purchase intent of customers and study direct influence indirect influence and the total influence between the online marketing mix. perceived value brand credibility and purchase intent of customers in the furniture business in Thailand. Questionnaires were used to gather the data from a sample of 540 Online furniture buyers and Customers with purchase intentions in Thailand. This research collected data using a stratified sampling method based on population proportion from 10 online furniture pages with 10,000-100,000 followers and were randomly sampled by customers who contact online. The questionnaire was used as a research tool. The statistics used in the analysis were frequency, percentage, mean and standard deviation and structural equation model analysis.
The results showed that the model was consistent with the empirical data. As for the results of the influence study It found that online marketing mix had a positive direct correlation with purchase Intention furniture online. The analyzing indirect influences It was found that the online marketing mix had a positive effect on perceived value and brand credibility. And both factors had a positive direct correlation with purchase Intention furniture online. In addition, It was found that building perceived value and brand credibility played a role as an intermediate factor in the relationship between online marketing mix and customer purchase intent.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Article Accepting Policy
The editorial board of Thai-Nichi Institute of Technology is pleased to receive articles from lecturers and experts in the fields of business administration, languages, engineering and technology written in Thai or English. The academic work submitted for publication must not be published in any other publication before and must not be under consideration of other journal submissions. Therefore, those interested in participating in the dissemination of work and knowledge can submit their article to the editorial board for further submission to the screening committee to consider publishing in the journal. The articles that can be published include solely research articles. Interested persons can prepare their articles by reviewing recommendations for article authors.
Copyright infringement is solely the responsibility of the author(s) of the article. Articles that have been published must be screened and reviewed for quality from qualified experts approved by the editorial board.
The text that appears within each article published in this research journal is a personal opinion of each author, nothing related to Thai-Nichi Institute of Technology, and other faculty members in the institution in any way. Responsibilities and accuracy for the content of each article are owned by each author. If there is any mistake, each author will be responsible for his/her own article(s).
The editorial board reserves the right not to bring any content, views or comments of articles in the Journal of Thai-Nichi Institute of Technology to publish before receiving permission from the authorized author(s) in writing. The published work is the copyright of the Journal of Thai-Nichi Institute of Technology.
References
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211.
Alin Prachayapanuchart. (2018). Factors affecting purchase intention of consumer in Nakhon Ratchasima on house brand products (in Thai). (Master’s thesis). Retrieved from http://sutir.sut.ac.th:8080/jspui/bitstream/123456789/8031/2/Fulltext.pdf
Ananya Uthaipreeda. (2018). The effect of brand trust and country of origin images to purchase decision case study: COACH EST.1941 NEW YORK (in Thai). (Master’s independent study). Retrieved from http://dspace.bu.ac.th/bitstream/123456789/1149/3/ananya_utha.pdf
Apinya Thangprasitsil. (2019). The reliability of information sources on Facebook that affect behavior of information transmission (in Thai). (Master’s independent study). Retrieved from http://dspace.bu.ac.th/bitstream/123456789/4495/3/apinya_than.pdf
Arunotai Panya. (2019). Online marketing mix factors affecting the decision to buy fashion clothing through online (Facebook) of students in Amphoe Muang, Chiangmai province (in Thai). (Master’s independent study). Retrieved from http://www.graduate.cmru.ac.th/core/km_file/494.pdf
Benya Whangmahaporn, & Tipparat Laohavichien. (2021). Effect of trust and perceived value on purchase intention of Facebook users in Bangkok (in Thai). BU Academic Review, 19(2), 151–163.
Brown, T. A. (2015). Confirmatory Factor Analysis for Applied Research (2nd ed.). New York, NY: The Guilford Press.
Carlson, J., O’Cass, A., & Ahrholdt, D. (2015). Assessing customers’ perceived value of the online channel of multichannel retailers: A two country examination. Journal of Retailing and Consumer Services, 27, 90–102.
Chayanon Chaisanga. (2016). Brand trust and online brand community affecting purchase decision on brand name handbags via social network of customer in Bangkok district (in Thai). (Master’s independent study). Retrieved from http://dspace.bu.ac.th/jspui/bitstream/123456789/2651/3/chayanon.chai.pdf
Cuong, D. T. (2020). The role of brand trust as a mediator in the relationship between brand satisfaction and purchase intention. International Journal of Psychosocial Rehabilitation, 24(6), 14726–14735.
Electronic Transactions Development Agency. (2019, August 2). e-Commerce Safe Trading Not Be Deceived (in Thai). Retrieved from https://www.etda.or.th/th/Useful-Resource/knowledge-sharing/articles/IFBL/e-Commerce.aspx
Electronic Transactions Development Agency. (2021, April 9). ETDA reveals the results of the IUB 2021 survey, Thai people use the internet a lot for almost half a day because of COVID-19 (in Thai). Retrieved from https://www.etda.or.th/th/newsevents/pr-news/ETDA-released-IUB-2020.aspx
Erdem, T., & Swait, J. (1998). Brand equity as a signaling phenomenon. Journal of Consumer Psychology, 7(2), 131–157.
Erdem, T., & Swait, J. (2004). Brand credibility, brand consideration, and choice. Journal of Consumer Research, 31(1), 191–198.
Erdem, T., & Swait, J. (2016). The information-economics perspective on brand equity. Foundations and Trends in Marketing, 10(1), 1–59.
Hair, J. F., Jr., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate Data Analysis (7th ed.). Upper Saddle River, NJ: Pearson Prentice Hall.
Hair, J. F., Jr., Sarstedt, M., Pieper, T. M., & Ringle, C. M. (2012). The use of partial least squares structural equation modeling in strategic management research: A review of past practices and recommendations for future applications. Long Range Planning, 45(5-6), 320–340.
Hanaysha, J. R. (2017). Impact of social media marketing, price promotion, and corporate social responsibility on customer satisfaction. Jindal Journal of Business Research, 6(2), 1–14.
Hathairat Ketmaneechairat, Sujinun Dadpoo, Chowtip Songsang, & Piyachat Jantiva. (2019). Digital marketing application on android operating system case study: Sawara Integration co., ltd. (in Thai). Research Journal Rajamangala University of Technology Thanyaburi, 18(2), 52–62.
Issariyaporn Prhomhan. (2018). Perceived overall value, alternative attraction, and furniture design affecting home furniture purchase decision of consumers in Bangkok (in Thai). (Master’s independent study). Retrieved from http://dspace.bu.ac.th/jspui/bitstream/123456789/3167/1/issariyaporn_prho.pdf
Jutarat Kiadrasamee. (2015). Factors affecting the decision making on purchasing products from the online application in Bangkok metropolitan region (in Thai). (Master’s thesis). Retrieved from http://ethesisarchive.library.tu.ac.th/thesis/2015/TU_2015_5702031690_2852_1783.pdf
Kanokwan Makmek. (2021, August 31). The market stopped growing, but the platform business analysts are still at a loss (in Thai). Retrieved from https://workpointtoday.com/e-commerce-war/
Kotler, P. (1997). Principles of Marketing. New Jersey, NJ: Prentice-Hall.
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Kendallville, IN: Pearson.
Lee, A. S. (2014). The investigation into the influence of the features of furniture product design on consumers' perceived value by fuzzy semantics. South African Journal of Business Management, 45(1), 79–93.
Li, Y. (2015). Expatriate Manager’s Adaption and Knowledge Acquisition: Personal Development in Multi-National Companies in China. Singapore: Springer.
McCarthy, E. J. (1971). Basic Marketing: A Managerial Approach (4th ed.). Homewood, IL: Irwin.
McCarthy, E. J., & Perreault, W. D. (1993). Basic Marketing: A Global-Managerial Approach (11th ed.). Homewood, IL: Irwin.
Merchant, A., & Rose, G. M. (2013). Effects of advertising-evoked vicarious nostalgia on brand heritage. Journal of Business Research, 66(12), 2619–2625.
NALISA. (2020). Because people still like to decorate their homes… very large building material stores still have profits (in Thai). Retrieved from https://marketeeronline.co/archives/165326
Nation Online. (2021, October 10). Work from home results in continuous growth of ‘the furniture business’ (in Thai). Nation Online. Retrieved from https://www.nationtv.tv/news/378845318
Nattakrit Rattanahame. (2018). Trustworthiness of furniture business affecting to purchase intention via electronic commerce (in Thai). (Master’s thesis). Retrieved from http://ithesis-ir.su.ac.th/dspace/bitstream/123456789/1992/1/57602383.pdf
Natthapat Nirapai. (2018). Factors influencing the intention to use tap water from the provincial waterworks authority: Case study the prospect who living in the lower-southern provinces of Thailand (in Thai). (Master’s thesis). Retrieved from https://kb.psu.ac.th/psukb/bitstream/2016/12571/1/435454.pdf
Natthaphong Rattanaprom, Cheewaphat Artkan, Siriluk Piankan, & Atchara Meksuwan. (2019). Marketing mix factors and website reliability affecting consumers’ decision making for internet purchase in Mueang district, Lampang province (in Thai). Lampang Rajabhat University Journal, 8(1), 17–29.
Nur, F. R., Andriani, K., & Kusdi, R. (2018). The effect of marketing mix for E-commerce on customer online behaviour: A study on language services provider. Eurasia: Economics & Business, 7(13), 3–15.
OneBelief. (2017, August 12). Sell products online what should I start selling? Recommend techniques and methods for selling products online (in Thai). Retrieved from https://www.1belief.com/article/e-commerce/
Orawan Niyommangmee. (2019). Factors affecting intention to use payment service by QR Code of retailers (in Thai). (Master’s thesis). Retrieved from https://shorturl.asia/WhNqf
Parmana, P., Fahmi, I., & Nurrohmat, D. R. (2019). The influence of marketing mix factors in purchasing decision for wooden furniture case of Furnimart Bogor. Indonesian Journal of Business and Entrepreneurship, 5(1), 54–64.
Patcharachanon Atikongkiat, & Sawaros Srisutto. (2019). The perceived value and consumers’ attitudes toward the marketing mix affecting decision making process of collagen supplements in Bangkok. In The 6th UTCC National Conference (pp. 1495–1505). Bangkok: University of the Thai Chamber of Commerce.
Premruedee Jitkuakul, Patchara Tantiprapha, Phatthariya Tansuhat, & Warat Winit. (2017). The mediation role of brand credibility on the relationship between brand familiarity and brand attitude of green product (in Thai). Sripatum Review of Humanities and Social Sciences, 17(1), 72–82.
Sheth, J. N., Newman, B. I., & Gross, B. L. (1991). Why we buy what we buy: A theory of consumption values. Journal of Business Research, 22(2), 159–170.
Shindy, S., & Hariandja, E. S. (2021). The influence of brand credibility towards words of mouth of fashion brand. Journal of Economics, Business, and Accountancy Ventura, 23(3), 340–360.
Sittiporn Panpao. (2017). Factors affecting intention to use smartwatch of consumers in Bangkok (in Thai). (Master’s independent study). Retrieved from http://dspace.bu.ac.th/bitstream/123456789/4412/3/sittiporn_panp.pdf
Sompong Srirungruangchai. (2009). Factors of marketing mix which had an effect on purchasing pine furniture at PINERY FURNITURE store, The mall, BangKapi (in Thai). (Master’s thesis). Retrieved from http://cms.dru.ac.th/jspui/bitstream/123456789/770/12/Appendix.pdf
Suchart Tripopsakul. (2021). Marketing Principles for Entrepreneurship (in Thai). Bangkok, Thailand: Chulalongkorn University Press.
Thananya Yincharoen, & Suteera Detnakarin. (2018). Generation Y’s perceptions and online purchase intentions on social commerce (in Thai). MUT Journal of Business Administration, 15(1), 220–239.
TopTen. (2021, October 29). Insights into 'e-commerce' in 2021 that sellers need to know to understand 'customers' more than customers understand themselves (in Thai). Retrieved from https://positioningmag.com/1359169
Vidyanata, D., Sunaryo, S., & Hadiwidjojo, D. (2018). The role of brand attitude and brand credibility as a mediator of the celebrity endorsement strategy to generate purchase intention. Jurnal Aplikasi Manajemen, 16(3), 402–411.
Voraphot Sirirate. (2019). The effect of brand credibility and perceived uniqueness on consumers’ willingness to pay for Leica Camera in Bangkok (in Thai). (Master’s independent study). Retrieved from http://dspace.bu.ac.th/jspui/bitstream/123456789/4472/3/voraphot_siri.pdf