ปัจจัยส่วนประสมการตลาดและสื่อสังคมออนไลน์ที่มีผลต่อกระบวนการ ตัดสินใจซื้ออุปกรณ์ชิ้นส่วนและอะไหล่รถจักรยานยนต์

Abstract

PURPOSES: This research looked into the process of decision making to buy motorcycle parts and accessories, and the effects of marketing mix factors and social media on the decision making process of the buyers. METHODS: It was quantitative research using questionnaire as a tool to collect data from an accidental sample of 400 buyers of motorcycle parts and accessories in Bangkok. ANOVA, t-test and multiple regression were used for data analyses. RESULTS: The research showed that careers and income affected the process of consumer decision on buying. The marketing mix factors and social media influenced consumer decision on buying motorcycle parts and accessories statistically and significantly at p < 0.05. CONCLUSIONS: Marketing mix factors and social media influence buyers’ decision.