Online Marketing Mix Factors Affecting the Consumer’s Purchase Decision on River Snail Rice Noodle Products in Guangxi, the People's Republic of China
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The purposes of this research were (1) to study the important level of the online marketing mix factors on River Snail Rice Noodles products, and (2) to study the importance of consumers' purchase decisions on River Snail Rice Noodles products and (3) to study online marketing mix factors affecting the consumer's purchase decision on River Snail Rice Noodles products in Guangxi, the People's Republic of China. The sample group was 400 people who had experience using River Snail Noodles products on their own through online business. The research tool was an online questionnaire. Data were analyzed using descriptive and inferential statistics with MRA.
The online marketing mix concerning the place was the first very high importance, followed by product and people, price, process, and the physical, respectively, according to the consumers' purchase decisions. The results showed that all factors were highly important. These findings showed that the online marketing mix (product) had a direct effect on the purchase decisions of consumers, with coefficient equal to (β=.304). The online marketing mix (price) had a direct effect on the purchase decisions of consumers, with a coefficient equal to (β=.266). The online marketing mix (promotion) had a direct effect on the purchase decisions of consumers, with a coefficient equal to (β=.185). The online marketing mix (physical) had a direct effect on the purchase decisions of consumers, with a coefficient equal to (β=.181). The online marketing mix (process) had a direct effect on the purchase decisions of consumers, with a coefficient equal to (β=.089). Lastly, the online marketing mix (people) had a direct effect on the purchase decisions of consumers, with a coefficient equal to (β=.077). All the factors were significant at 0.05 level. While the variable online marketing mix (place) had a direct effect on consumer's purchase decisions, a coefficient equal to (β=.048), Adjusted R2 = 0.584, which was not significant at 0.05 level. The research contributed to understanding how social media marketing and influencer endorsements affected the purchase decision process for traditional or regional food products, offering insights into the influence of digital word-of-mouth on niche products.
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