ปัจจัยที่มีผลต่อผู้ประกอบการธุรกิจพาณิชย์อิเล็กทรอนิกส์ จังหวัดเชียงใหม่ในการเลือกบริษัทขนส่งพัสดุ

Abstract

This study aims to study factors affecting e-commerce entrepreneurs in Chiang Mai province in choosing a parcel delivery company it consists of service marketing mix (7P’s) in aspects: product, price, place, promotion, people, process andphysical evidence. Collect data using questionnaires from e-commerce operators in Chiang Mai province who use parcel delivery companies for 200 samples. The statistics used in the data analysis consisted of descriptive statistics, these are frequency, percentage, mean, and standard deviation, and inferential statistics, i.e. testing the difference between two groups of the mean (Independent Sample t-test) classified by occupation (main occupation and supplementary occupation) and One-way ANOVA analysis classified by frequency shipping quantity and value of the delivered goods. The results of the study found that 200 samples mostly females aged between 31 -40 years old, highest educational level and bachelor's degrees have additional occupations. It is located in Mueang Chiang Mai District. Product type consumer goods the duration of the business is 1 - 5 years. The average frequency of using the service is more than 20 times/month. Selected service time 2.01 -4.00 pm. average delivery quantity 1 - 5 pieces/time average value of goods delivered less than 1,000 baht/time average service cost, not more than 500 baht/time mobile banking payment methods are available, most modes of transport are express. The reason for choosing this service is the speed of delivery and on time. The participant in the decision making is me. Using the service of a transport company that post office most often. The results of the study of factors affecting e-commerce entrepreneurs in Chiang Mai province in choosing a parcel delivery company found that service marketing mix (7P’s) there was an average level of influence on the overall service selection at a high level. When considering each factor, it was found that the average level of influence on service selection at the highest level was distribution channel and the average level of influence on service selection was at a high level in order of the average level of influence on the service selection from highest to lowest. Including people, process, product, price, physical evidence and promotion, respectively. The results of comparison of the difference between the average level of effectiveness of factors affecting e-commerce entrepreneurs in Chiang Mai province in choosing a parcel delivery company, it was found that the difference was at the statistically significant level of 0.05 in some factors, by the service marketing mix (7P’s) they differed at the level of statistical significance level of 0.05 when classified by occupation is promotion, when classified by the frequency of service usage, they were place, peopleand physical evidence, when classified by thevolume of delivery, it is placeand physical evidence, and when classified by the value of the delivered goods, it is price, place and physical evidence.