Factors Affecting Purchase Intention in the Context of Digital Marketing: A Case Study of Students from the Faculty of Management Science at Chiang Mai Rajabhat University

Abstract

This study examined the factors affecting purchase intention in a digital marketing environment that involves purchasing products or services in a digital ecosystem surrounded by various digital devices and access methods. Therefore, buying and selling in digital marketing differ from the traditional e-commerce context. This study employs a quantitative research methodology, collecting data through questionnaires and using convenience sampling. The sample comprises 213 Faculty of Management Science, Chiang Mai Rajabhat University students who have experience purchasing goods or services online. After conducting a factor analysis of the collected data, the researcher identified three factors that can influence purchase intention in digital marketing. Upon completing a multiple regression analysis among these factors, the researcher found that the importance of the factors affecting purchase intention, from most to least important, are as follows: 1) factors related to providing new experiences, 2) factors associated with creating new processes and establishing partnerships, and 3) factors related to customer care. Future research should consider employing sampling methods from the population of internet users in Thailand to obtain a more profound understanding and offer a comprehensive overview of the factors that influence purchase intention nationally in digital marketing. Additionally, future studies should investigate other factors that may affect purchase intention in digital marketing contexts.