ทัศนคติ แรงจูงใจ และส่วนประสมทางการตลาดที่มีผลต่อการตัดสินใจซื้อรองเท้ามือสองแบรนด์เนมทางเฟซบุ๊ก

Abstract

Attitude, Motivation and Marketing Mix Affecting the Decision to Purchase Second-hand Brand Name Shoes from Facebook

Sittichai Pipukpong^* and Chantana Papattha^**

Graduate Student of Program in Marketing Communication, Faculty of Mass Communication Technology, Rajamangala University of Technology Phra Nakhon^*

Assistance Processor, Faculty of Mass Communication Technology,

Rajamangala University of Technology Phra Nakhon ^**

(TH SarabunPSK size 16 Bold)

Abstract

          The objectives of this theses were: 1) to study the attitude, motivation, marketing mix and the decision to purchase second-hand brand name shoes from Facebook, 2) to compare personal factors affecting decision to purchase second-handed brand name shoes from Facebook, and 3) to study factors affecting the decision to purchase second-handed brand name shoes from Facebook using the quantitative research methodology, through an online survey tool in order to collect required data from 400 samples who actually purchased second-handed brand name shoes from 4 different Facebook pages. The pages were: 1) Second-handed shoes on Khao Lam Road FB Page, 2) Taii Taew 2nd handed FB Page, 3) Shoes-Project FB Page, and 4) Cho Chopping FB Page. The data was analyzed by finding frequency, percentage, average, t-test, One-way Analysis of Variance, and Enter Multiple Regression Analysis. The key research findings were:  Most of purchasers who decide to purchase second-handed shoes via Facebook, aged over 51 years, private business owners/entrepreneurs, bachelor's degree or were currently studying. The study on attitude for purchasing second-handed brand name shoes from Facebook, found that respondents recognized cost saving as the most important key decision making factor in purchasing second-handed brand name shoes; followed by the user-friendly and uncomplicated purchasing process. The study on motivation for purchasing the second-handed brand name shoes from Facebook found that the respondents recognized the importance of price advantage when comparing to the new brand name product, seconded by product limitation and availability in general local market. Overall marketing mix factors of second-handed brand name shoes on Facebook was at high level, in which price factor was at high level, followed by distribution factor, product factor, marketing promotion factor and market factor respectively. The study decision to purchase second-handed brand name shoes via Facebook found that respondents recognized the “convenience to purchase second-handed brand name shoes via online channels, fast and diverse in payment methods” as the most important factor, followed by personal preference. From the hypothesis found that: Gender, age and education differences differentiated the decision to purchase second-handed brand name shoes from Facebook with a statistical significance at .05 level. Attitude, motivation and product marketing mix that included distribution, sales & promotion affected the decision to purchase second-handed brand names shoes from Facebook, with statistical significance at the .05 level.