Use Behavior and Marketing Mix of Electronic Commerce Entrepreneurs in Utilizing the Internet Banking

Abstract

The purposes of this research are: 1) to study the behavior and marketing mix of electronic commerce entrepreneur in using internet banking, 2) to compare the behavior and marketing mix in using internet banking classified by general information of the electronic commerce entrepreneur, and 3) to study the relationship between the behavior and marketing mix in using internet banking. The results are as follows: (1) the behavior in using internet banking is at low level by descending order of the accounting, the money transfer, loan/ credit card, the goods/ service payment and cheque respectively, (2) the marketing mix in using internet banking with
a focus on the highest level by descending order are Process of Service, Physical Evidence, Product, Price, Place, Promotion and People, respectively, (3) the general information of the electronic commerce entrepreneurs involved on in the different behavior in using Internet Banking in overall of the statistically significant at the .05 level, (4) the most different in types of entrepreneurs, time duration in using internet banking, using in channel of internet banking service, which affected
the marketing mix in using internet banking at the statistically significant of 0.5 level, and (5) the behavior in the use of internet banking had relationship with the marketing mix in using internet banking at a low level in the same direction.