ส่วนประสมการตลาดอิเล็กทรอนิกส์ที่มีผลต่อผู้หญิงวัยทำงาน ในการซื้อผลิตภัณฑ์เสริมอาหารทางออนไลน์

Abstract

The purpose of this independent study was to study electronic marketing mix affecting working-aged women towards purchasing food supplements via online. The online questionnaire was used to collected data, and descriptive statistics as frequency, percentage and mean were used to analyze the data. The study revealed that the respondents were in age between 25 – 30 years, educated at bachelor degree level with a salary between 15,001 to 25,000 Baht, and were employed by private companies. The respondents lived in detached house, and used internet only one time a day during 18.01 – 24.00 p.m. The average for internet usage was more than 2 hours, and the internet was used through mobile phone or smart phone. The objective for using the internet such as social network, e-mail, etc. was for communicating with others. The price that most respondents purchased food supplements via online was between 501 and 1,000 Baht by paying through ATM. The media that introduced food supplements to respondents was Facebook and Instagram. The objective for purchasing food supplements was for beauty. The reason that the respondents chose to purchase food supplements via online was the convenience and the ability to compare price and information from various websites. The respondents bought the food supplements only once a year, and the latest satisfaction was in medium level. Electronic marketing mix affecting working-aged women towards purchasing food supplements via online: The product factor toward working-aged women was in excellent rank. The first sub-factor that affected the most was there is no side-effect when having for a long period of time. The price factor toward working-aged women was in excellent rank. The first sub-factor that affected the most was the clear explanation in paying money. The place or distribution factor toward working-aged women was in excellent rank. The first sub-factor that affected the most was the website that provides clear explanation. The promotion factor toward working-aged women was in excellent rank. The first sub-factor that was reviewed by customers who consumed the product. The privacy factor toward working-aged women was in excellent rank. The first sub-factor that affected the most was the information and paying’s security. The personalization factor toward working-aged women was in excellent rank. The first sub-factor that affected the most was suggesting suitable products to customers..