ANALYZING THE INFLUENCE OF NEW MARKETING MIX FACTORS ON DECISION MAKING IN E-NOVEL APPLICATIONS
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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.
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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
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