Factors Affecting the Decisions of OTOP Chiang Rai Via COVID-19

บทคัดย่อ

The objective of this research was to study the factors of marketing mix 4 E’s  affecting the purchasing decisions of OTOP of Chiang Rai Province fighting against COVID-19. The study employed a quantitative method with purposive sampling. The questionnaire was a tool to collect data from 400 people online who purchased OTOP (One Tamban, One Product; OTOP) of Chiang Rai Province. The descriptive statistics: frequency, percentage, mean, standard deviation were used to analyze the data. The inferential statistics and stepwise multiple regression were used for hypothesis testing. The analysis results showed that the respondents gave importance to 4Es, Exchange, Evangelism, Experience and Everywhere with statistical significance at the .05 level. All 4 factors together could predict the purchasing decision of Chiang Rai OTOP 41.7 percent. The Predictive Equation could be constructed in Unstandardized Score, and Standardized Score by stepwise technique as follows:

The Predictive Equation in Unstandardized score:

 = .827 + .317(Experience) + .179(Exchange) + .155(Everywhere) +.157(Evangelism) ;
R² = 0.417

The Predictive Equation in Standardized score:

 = .325 (Z₁) + .193(Z₂) + .151(Z₃) + .139(Z₄)