• Weerapath Ketwong Department of Law and Social Science, Academic Division, Chulachomklao Royal Military Academy
  • Kriangkrai Khummima Department of Law and Social Science, Academic Division, Chulachomklao Royal Military Academy
  • Arewon Sutthipongpan Chulachomklao Royal Military Academy http://orcid.org/0000-0002-8246-3337


Online marketing mix factors, Decision making, COVID-19


The COVID-19 crisis is a trend that has had an acute impact on people's livelihoods, insulating this survey research, which aims to study demographic factors, Online marketing mix factors (6Ps), psychological factors affecting online shopping decisions. The online questionnaire of this study was employed as a research tool to collect data from 421 respondents. Determine the sample size without knowing the exact population size by accidental Sampling. The statistics used in the data analysis were frequency distribution, percentage, arithmetic mean, standard deviation. The statistic used to test the hypothesis was the one-way analysis of variance and multiple regression analysis statistics. The results showed that different demographic factors such as gender, age, status, occupation, and average monthly household income levels were not significantly different in purchasing decisions at 0.05 level. Therefore, factors Online Marketing Mix (6Ps) and psychological factors (Motivation, Perception, Learning, Beliefs, and Attitude) can be grouped into six new factors that affect consumers' online shopping decisions during the COVID-19 crisis in descending order. Rarely, the factors of information perception and satisfaction with online shopping methods, privacy and service factors, product factors, place factors, price factors, and product confidence factors, respectively. Thus, the model explained 63.2% of consumers' online shopping decisions during the COVID-19 crisis. This result could be used to plan marketing strategies to create online products in COVID-19 crisis.


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How to Cite

Ketwong, W. ., Khummima, K. ., & Sutthipongpan, A. (2022). FACTORS AFFECTING TO ONLINE SHOPPING DECISION IN COVID-19 CRISIS. Modern Management Journal, 20(2), 89–101. Retrieved from https://so04.tci-thaijo.org/index.php/stou-sms-pr/article/view/255969



Research Articles