Impact on the Online Marketing Mix and Online Purchasing Behavior Influencing the Decision to Purchase Products through the LAZADA Thailand Website of Consumers in the Northeast

Abstract

The objectives of the research are: 1) to compare the purchasing decisions of consumers in the Northeastern region through the LAZADA website classified by personal factors, 2) to compare the purchasing behavior of consumers in the Northeastern region through the LAZADA website, and 3) to compare the impact of the online marketing mix on the purchasing decision process of consumers in the Northeastern region through the LAZADA website using quantitative research. The sample group is consumers in the Northeastern region by selecting 420 people who had purchased products through the LAZADA website at least once. Data analysis were using t-test statistics, One Way ANOVA, and multiple regression analysis by using the method of adding variables in multiple steps (Stepwise). The research results found that consumers with different ages, occupations, and incomes had no differences in the purchasing decision process at every step. Purchasing behavior of consumers in the Northeastern region through the LAZADA website, with a purchase frequency of less than 1 time per month. It took 6-15 minutes to order products each time and used Lazada to order products through application channels the most. The results of the hypothesis testing revealed that different genders had different purchasing decision processes. Online marketing mix factors include product factors, distribution channels, personal service and maintaining privacy. These factors affect the product purchasing decision process of consumers in the Northeastern region via the LAZADA website.