พฤติกรรมของผู้บริโภคในการซื้อต้นไม้สำหรับตกแต่งภายในที่อยู่อาศัยผ่านช่องทางออนไลน์

Abstract

The objective of this independent study to behavior of consumer towards purchasing residential interior decorative plants via online channels. data were collected by online questionnaire from 400 persons. data were analyzed by descriptive statistics consist of frequency, percentage, mean and inferential statistics consist of chi-square and t-test.The results found that most of the respondents were female, aged 31-40 years old with the highest education is bachelor’s degree, Marital status, private sector employee, salary 10,001-20,000 baht. they mostly bought indoor plants for residential interior decorative such as Monstera, Zanzibar Gem. They bought Plants about 2-3 months per time with average expenses 300-399 baht per time. The opportunity to purchase arises when you find a plants at a reasonable price, not overly expensive and they bought via Facebook such as We plant, easy plant and reason of buying it through online channels was compare price. the objective of plants buying were to decorate and increase the green space within residential interior. The person who influenced purchasing decisions were salesperson/shop owner/admin. study the information and identify the types of plants by themselves. Which includes approximately 5-10 plants purchased through online channels. When testing the relationships using Chi-square statistics, it was found that consumers behavior in purchasing plants is related to residential, namely the reason for purchasing plants, popular plants to purchased and the number of plants purchased. Additionally, when testing the differences with a t-test between the level of opinions of horizontal residential and vertical residential on online marketing mix factors, it was found that the marketing mix; product, price, place, promotion and personalization significantly differences but privacy factors no differences.