อิทธิพลของส่วนประสมการตลาดออนไลน์ต่อความตั้งใจใช้บริการเว็บไซต์แนะแนวการศึกษาของนักเรียนเจเนอเรชัน แซดในภาคเหนือ

Abstract

The purpose of this independent study was to study the influence of online marketing mix on the intention to use education guidance websites among generation Z students in the northern region. An online questionnaire is used as a tool for collecting data. The samples were 300 high school students in the northern region who have used the education guidance website in the previous six months selected by using quota sample selection. Data were analyzed using descriptive statistics including frequency, percentage, mean, standard deviation, and inferential statistics including One-Way ANOVA and Multiple Regression analysis. The results showed that most of the respondents were female, studied in Chiang Mai province with average household or adoptive parent monthly income between 15,001 - 30,000 baht that have planned their education path. Most of them are students studying in the Science-Mathematics program with an average grade of 2.50 - 2.99 have a high level of agreement regarding the intention to use the educational guidance website in every factor with the different opinion among groups of students at different academic year levels, and between groups of students with different average grades, opinions on the intention of using the educational guidance website were statistically significant at 0.05 level. The factors that influence of online marketing mix on the intention to use education guidance website among generation Z students in northern region including product, personalization, price and privacy and the online marketing mix factors that influence the intention of using the education guidance website among generation Z students in the northern region with a higher average grade of 2.99 including product and personal service.