ANALYZING THE INFLUENCE OF NEW MARKETING MIX FACTORS ON DECISION MAKING IN E-NOVEL APPLICATIONS
Main Article Content
Abstract
The objectives of this research include to study the relationship between digital lifestyle and decisions to use the e-novel reading applications, to study the relationship between consumer behavior and decisions to use the e-novel reading applications, and to explore the new marketing mix factors that influence the decision-making on using e-novel reading applications. This work is considered quantitative research that collects data from four hundred Thai individuals, who read electronic novels via applications, by using questionnaires. The analytical process was performed by using descriptive statistics, which include finding frequency, percentage, mean, and standard deviation, along with assessing the hypothesis by using One-way ANOVA and Multiple Regression Analysis. The results show that most people who use their mobile numbers and change their passwords every three months prefer using “Fictionlog” during their meals. Furthermore, they prefer purchasing e-novels in packages based on different decisions due to the new marketing mix factors that affect all aspects of their decision-making, especially with the aspect of “Dissemination” – with the Beta value of 0.242.
Article Details

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
ลิขสิทธิ์บทความวิจัยที่ได้รับการตีพิมพ์เผยแพร่ในวารสารมนุษยศาสตร์และสังคมศาสตร์ วไลยอลงกรณ์ ในพระบรมราชูปถัมภ์ ถือเป็นกรรมสิทธิ์ของคณะมนุษยศาสตร์และสังคมศาสตร์ มหาวิทยาลัยราชภัฏวไลยอลงกรณ์ ในพระบรมราชูปถัมภ์ ห้ามนำข้อความทั้งหมดหรือบางส่วนไปพิมพ์ซ้ำ เว้นแต่จะได้รับอนุญาตจากมหาวิทยาลัยเป็นลายลักษณ์อักษร
ความรับผิดชอบ เนื้อหาต้นฉบับที่ปรากฏในวารสารมนุษยศาสตร์และสังคมศาสตร์ วไลยอลงกรณ์ ในพระบรมราชูปถัมภ์ เป็นความรับผิดชอบของผู้นิพนธ์บทความหรือผู้เขียนเอง ทั้งนี้ไม่รวมความผิดพลาดอันเกิดจากเทคนิคการพิมพ์
References
Denwittayanant, K. (2018). E-books: Opportunities that come with the challenges of the Thai publishing business. https://www.pwc.com/th/en/pwc-thailand-blogs/blog-20180628.html
Editorial Team of My Best. (2024). Top 10 recommended novel reading apps of 2024: A compilation of famous online novels. https://th.my-best.com/49521
Hongyant, P. (2018). Factors influencing the decision to purchase products through the online application (Lazada) of digital age consumers in Bangkok. (Master’s thesis, Business Administration). Bangkok: Graduate College, Siam University.
Kawinphatchangyoo, N. (2024) various images [Photograph]. Analysis Of New Marketing Mix Factors Affect to Decision Making to Read the Electronic Novel Application. (Unpublished manuscript). Dusit Thani College.
Marderosian, R. (2022). New marketing mix factors affecting the decision to buy plants for home decoration by working-age consumers through social media. Journal of Humanities and Social Sciences, Rajabhat University Thewet, 13 (1), 147-164.
Musali, P. (2020). Reading behavior and satisfaction from reading online novels through applications. Ramkhamhaeng University.
National Statistical Office. (2022). Statistics of Thai people’s reading habits 2022. Bangkok: National Statistical Office.
Publishers and Booksellers Association of Thailand. (2022). Electronic book sales value. https://www.pubat.net/
Publishers and Booksellers Association of Thailand. (2022). The 2022 Thai book market research report. Bangkok: Publishers and Booksellers Association of Thailand.
Satchathanawat, A. (2019). The marketing mix factors (7Ps) affecting the decision to enroll in culinary arts programs among undergraduate students in Bangkok and its vicinities. Graduate College, Dusit Thani College.
The Standard Co., Ltd. (2019). The 2018 Thai reading survey clearly shows that Thais have increased their reading time by 80 minutes per day. Bangkok, Thailand: The Standard Co., Ltd.