Factors Affecting Repeat Purchase Decisions for Tools Through Online Channels
Keywords:
Purchase Decision, Tools, Online ChannelsAbstract
This research aimed to study: 1) marketing mix factors in repeat purchasing of tools through online channels, 2) repeat purchase decisions for tools through online channels, 3) comparison of repeat purchase decisions for tools through online channels classified by personal data, and 4) marketing mix factors affecting repeat purchase decisions for tools through online channels. A sample of 154 respondents was selected, using questionnaires as the research instrument. Statistical analysis included percentage, mean, t-test, F-test (One-way ANOVA), and Multiple Regression Analysis.
The study found that most respondents were male, aged 41-50 years, with bachelor's degree education, average monthly income of 30,001-40,000 baht, and worked as farmers. Marketing mix factors in repeat purchasing of tools through online channels had an overall mean at the highest level. Repeat purchase decisions for tools through online channels had an overall mean at the highest agreement level. Different genders, ages, education, average monthly incomes, and occupations showed no significant differences in repeat purchase decisions for tools through online channels. Price factors, distribution channels, and marketing promotion significantly influenced repeat purchase decisions at the .05 statistical significance level.
Recommendations from the study include: promoting transparent pricing strategies, developing convenient and fast distribution channels, designing targeted marketing campaigns, building confidence through reviews and after-sales service, and providing comprehensive product information as important approaches to promote consumer repeat purchase decisions in the digital era.
References
Anderson, R. E., & Srinivasan, S. S. (2003). E-satisfaction and e-loyalty: A contingency framework. Psychology & Marketing, 20(2), 123–138. doi:10.1002/mar.10063
Kim, M., Kim, J. H., & Lennon, S.J. (2012). Online service attributes available on apparel retail Web sites: An E-S-QUAL approach. Managing Service Quality, 16(1), 51-77 doi:10.1108/09604520610639964
Kotler, P., & Armstrong, G. (1997). Principles of marketing (8th ed.). Prentice Hall.
Liang, T. P., & Lai, H. J. (2002). Effect of store design on consumer purchases: An empirical study of on-line bookstores. Information & Management, 39(6), 431–444. doi:10.1016/S0378-7206(01)00129-X
Pham, Q. T., & Ahammad, M. F. (2017). Antecedents and consequences of online customer satisfaction: A holistic process perspective. Technological Forecasting and Social Change, 124, 332–342. doi:10.1016/j.techfore.2017.04.003
Raghubir, P., Inman, J. J., & Grande, H. (2004). The three faces of consumer promotions. California Management Review, 46(4), 23–42. doi:10.2307/41166273
Samerjai, C. (2017). Consumer behavior. SE-Education.
Sereerat, S., Suporn S., Meejinda. P., & Jiravat, A. (2019). Marketing principles (Rev. ed.). Pathum Thani, Thammasat University.
Statista. (2023). Number of internet users worldwide as of January 2023. Retrieved from https://www.statista.com/statistics/273018/number-of-internet-users-worldwide/
Vanichbuncha, K. (2002). Statistical Analysis: Statistics for Management and Research (6th ed.) Chulalongkorn University.
Yamane, T. (1967). Statistics: An introductory analysis (2nd ed.). New York, NY: Harper and Row.
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2–22. doi:10.1177/002224298805200302
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Modern Management Frontier Journal
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
