Re-purchase through online marketing channel on Lazada website of the consumers in Samut Sakhon Province

Abstract

This research aimed to 1) study the re-purchase through online marketing channel on Lazada website of the consumers in Samut Sakhon. 2) compare the re-purchase through online marketing channel on Lazada website of the consumers in Samut Sakhon, classified by personal factors such as gender, age, educational level, career and income and 3) study the relationship between the variables that influenced the re-purchase of the consumers in Samut Sakhon through online marketing channel on Lazada website.  The sample used in the research was 400 customers, selected by purposive sampling method, who purchased goods through Lazada online marketing channels more than 1 time. The research found that the incentive factor in re-purchasing products through online marketing channels in the aspect of consumer moods was the good feeling when selecting the products from Lazada website. For the rational aspect, the consumers could save time. About the aspect of attitude, the consumers thought that Lazada website offered various types of products. The price and the service were clearly provided and the website was easily accessible. Moreover, the public relations were regularly released. For the relationship between variables which affected the re-purchase through Lazada online marketing channels, it was found that the factors of motivation, recognition, attitude, and lifestyle had positive relationships at high level, statistically significant at 0.05