The influence of marketing mix, trust and satisfaction on online fashion goods purchase decision making
คำสำคัญ:
Marketing mix, trust, satisfaction, decision makingบทคัดย่อ
PURPOSES: To study the influence of marketing mix, trust, and satisfaction on purchase decisions of fashion goods online. METHODS: A sample survey research, the sample of which was 200 online fashion shoppers in Nongkhaem district, Bangkok. The research tool was a questionnaire. The main statistical analysis used was structural equation modeling (SEM) using PLS Graph 3.0. RESULTS: The total influence of marketing mix, trust and satisfaction on purchase decision was 82 percent where as the direct influence of marketing mix on purchase decision was 0.048 and total effect equaled 0.774. Trust and satisfaction as the mediators linking between marketing mix and purchase decision on fashion goods purchasing influenced significantly on the purchase decision. THEORETICAL/ POLICY IMPLICATIONS: Marketing mix, trust and satisfaction have a role to play on purchase decision.
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