อิทธิพลของการรับรู้ลักษณะเด่นของร้านค้าปลีกออนไลน์สมัยใหม่กลุ่มสินค้าอุปโภคบริโภคต่อความตั้งใจใช้บริการของผู้บริโภคในอำเภอเมืองเชียงใหม่

Abstract

This independent study aimed to study the influence of the perceived differentiation of modern trade electronic retailing stores for consumer products on the consumers in Muang Chiang Mai district, Chiang Mai province. The data in the study was collected from 300 people who lived in the Muang Chiang Mai district and regularly bought consumer products through the electronic retailing channels of big supermarkets, such as Tops, Rimping, Food-Hall, Lotus, and Big C. The instrument used to collect data was an online questionnaire. The descriptive statistics used in analyzing collected data were percentage and mean. Factor Analysis (FA) was used to measure the level of perceived differentiation of electronic retailing stores for consumer products. Utilizing Exploration Factor Analysis (EFA), and Marketing Mix of electronic retailing, 6 marketing factors, namely, marketing communication and direct marketing factors, product accessibility and security of the customers’ information factors, clarity of product price and product value factors, order process and information distribution process factors, service standard and security in ordering products factors, and interaction with consumers both online and offline factors were displayed. Hypothesis testing was done by statistical significance at 0.05. After that 6 factors which were results from Factor Analysis were analyzed by Multiple Regression Analysis to see the correlation between independent variables- perceived differentiation of marketing mix of modern trade electronic retailing, and dependent variables-consumers’ service intention. The results from the study revealed that most of the respondents were female, between 21-30 years of age, got a bachelor’s degree, had their own business, earned between 10,001-20,000 a month, had been using the internet for 15-17 years, and using the internet for online shopping for 10—11 years. The majority of respondents informed that they used the internet at home and used it for approximately 3-10 hours a week. Besides using the internet for working, the main reason for using the internet was for socializing through social media such as Line and Facebook. Most respondents indicated that they preferred to use the Top Online application to purchase consumer products because it presented quality products, appearance, and a variety of services, for example, beverages, snacks, and desserts. A smartphone was used as a tool for online shopping. The time for their online shopping was from 10.01 to 14.00. They usually shopped on payday and a day they got a bonus. People affecting their decision to purchase consumer products were their husband, wife, and children. Regarding frequency in purchasing consumer products, they purchased the products once or twice a month, spent 501-1,000 baht a time, never had a list of what to buy, and paid by e-banking such as QR scanning and bank transfer. The destination of product delivery was their home. They got information about the electronic retailing applications and services from other people by word of mouth method and studied how to use online retailing applications before using services. Based on the analysis of factors affecting consumers’ intention to use the service of modern trade electronic retailing stores for consumer products in Muang Chiang Mai district by Multiple Regression Analysis, there was a statistical significance at 0.05(P-value >0.05) of 5 factors of marketing mix of consumer products online retailing particularly, marketing communication and direct marketing factors, product accessibility and security of the customers’ information factors, clarity of product price and product value factors, order process and information distribution process factors, service standard and security in ordering products factors