ส่วนประสมการตลาดออนไลน์ที่มีผลต่อผู้กดติดตามมอร์ดีเทลด็อททีเอชบนอินสตาแกรม

Abstract

The purpose of this independent study entitled “Online Marketing Mix Affecting followers of moredetail.th on Instagram” was to study every aspect of the online marketing mix Affecting followers of moredetail.th on Instagram. The 6Ps of the online marketing mix were utilized as aspects in the study. An online questionnaire was used to collect data across moredetail.th on Instagram. From 4,074 followers, the Taro Yamane formula was used to calculate a sample size with a 95% confidence level to amount 365 samples. They were selected by convenience sampling by A link from google form across moredetail.th on Instagram. The data acquired was analyzed by descriptive statistics including the frequency, percentage mean and data interpretation. Moreover, the study was analyzed by inferential statistics through the independent sample (T-test) which compared the average of two sample groups, classified by different of buying clothes from Instagram (Yes/No). The analysis of the F-test (One-Way ANOVA) was utilized by the average marketing mix comparison, classified by average monthly income. The data of the study also tested the differences of pairwise levels of sub-factors based on Schiffer’s method. The results found that most of the respondents of questionnaire are particularly female with the age range of 21-30 years old, live in Bangkok and be Private sector employee, receive average monthly income about 25,001-35,000 baht. The most Application using was Instagram followed by Facebook and TikTok respectively. They spent time on platforms about 3 to 4 hours. And the most Application buying was Instagram followed by Facebook and TikTok because comfortable to shopping. Concerning behaviors of the consumers to buying clothes on Instagram. it revealed that most clothes buying were a Dress, long skirt, and short sleeve shirt respectively. They choose time to period and order clothes in 19:01 – 21:00 pm. And Spent for each clothes purchase about 301-500 bath. They bought 1 item of clothing per 1 time purchase on Instagram. And spent time on Instagram about 1 to 2 hours. The most purchasing behavior was motivated by watching inspirational content such as idol’s reviews. Concerning behaviors of consumers of following moredetail.th on Instagram. it revealed that most impress arrangement, decoration, and post pictures on moredetail.th’s Instagram, post clothes with a nature and had overall look easy on the eyes, warm tones, and composition not too much respectively. With reference to product, the subfactors with the highest average was made to order size of product Regarding price, the subfactor with the highest average was clearly displayed of the price. Concerning place, the subfactor with the highest average was had link to line@ Line myshop Facebook Shopee. Regarding promotion, the subfactor with the highest average was shown review or comment by real user on Instagram. Concerning privacy, the subfactor with the highest average was had maintain the security of user’s personal information. Regarding personalization, the subfactor with the highest average was carefully gave service mind good relationships, responded to customers quickly and appropriately, appropriately product advised for customer demands (same mean). Regarding the online marketing mix factors affecting followers of moredetail.th on Instagram, It was found out that every factor in the online marketing mix had an affecting on followers of moredetail.th on Instagram at the highest level. The top 3 factors having the highest average were personality, price, product, and place respectively. According to the results of hypothesis testing, the respondents of different buying clothes on Instagram gave importance to price, place, promotion, and privacy differently. The part of respondents with different average monthly incomes gave importance to product, price, place, promotion, and personalization differently. The part of respondents with different frequency of buying cloths in a month gave importance to product, price, promotion, and personalization differently.