พฤติกรรมของมารดาต่อการซื้อสินค้าสำหรับเด็กปฐมวัยผ่านสื่อออนไลน์

Abstract

The purpose of this independent study is to study behavior of mothers towards buying early childhood products via online. The samples of this study were 200 mothers whose children aged between newborn to six years. The researcher used convenient sampling to collect data. The instruments of this research were questionnaires and data analyzed by the statistics tools which were frequency, percentage and mean. The research results showed that majority of the participants answering questionnaires were in between age of 31 to 40 years old with baby girls in early childhood, bachelor degree holder, private company employed and average income between 10,001 to 20,000 baht per month. According to mothers’ buying behavior towards online early childhood merchandises, the study revealed that mother generally bought products in category of clothing such as clothes, shoes, bags and accessories which the total purchase was under 1,000 bath each time. They paid for the products via ATM and received them at post offices, because it was more convenient than shopping in person. They made their own decision, when they formed the products they liked. The purchases were made once or twice a month during 9.01 p.m. to 12.00 a.m. Participants reviewed baby products information before making their online purchases via Facebook. After reviewing the products, they were highly satisfied and repurchased from the same websites because they trusted them and got correct information. On the other hand, they did not repurchase from the same website because they wanted to try from new websites. The findings about marketing mix factors affecting buying behavior of mothers towards online goods for early childhood revealed that the majority of respondents paid attention to marketing mix factors at high level on distribution, promotion, products, and price, consecutively. The three most affected sub-factors were; clear information and picture provided, communication system between buyers and sellers, and correct product information.