Purchasing products through the electronic commerce marketplace of the population in Ratchaburi Province

Abstract

The purpose of this research is to 1) to study the purchasing products through the electronic commerce marketplace of Ratchaburi Province, 2) to study the marketing mix factor price place product and promotion that affects the purchasing decision trough the electronic commerce marketplace of Ratchaburi Province. The sample use in this research is 400 people in Ratchaburi province, using questionnaires as tool for data collection. The statistics used in the analysis were frequency, percentage, mean and standard deviation bye testing the hypothesis by using t-test statistics, one-way variance statistics (One-way ANOVA), if differences are found by using LSD methods and using multiple regression statistics. The findings of this study found that population in Ratchaburi province with different gender has different effects on the purchasing decision though the electronic commerce marketplace of Ratchaburi Province and the population in Ratchaburi with different age, education level, occupation, income and status does not affect the purchasing decision trough the electronic commerce marketplace of Ratchaburi Province. The Marketing mix factor product place and promotion affect the purchasing decision trough the electronic commerce marketplace of Ratchaburi Province.