Main Article Content
The objectives of this research were to study 1) personal factors of working-age consumers who worked in Nonthaburi, our target population under study, in their online purchase of goods. 2) marketing mix which affected their online purchasing behavior. 3) their online purchasing behavior. The data was collected from 400 samples of working-age adults in Nonthaburi province. Analysis of data was conducted using statistical software.
Outcome of the study revealed that the majority of respondents were female, single, 20-35 years of age , bachelor degree graduates, worked as private company's employees with average monthly income between 20,001 – 30,000 Baht. Study of their online purchasing behavior indicated that they usually shopped online for clothes/costume/outfits from stores offering on-line service. The expense made on each online purchase was between 1,000 – 5,000 Baht and the frequency of online purchase was 1 – 2 times a month. They made payment for the goods through bank-transfer ATM / I-Banking. The persons involved in online purchase of product were they themselves. Major reason given for online purchase was its convenience. Study of marketing mix showed that marketing mix which influenced their online purchase, in descending order of importance, were channel of distribution, marketing promotion, price and product. On the other hand, hypothesis tests on the importance of marketing mix based upon different online purchasing behavior indicated that respondents with different online purchasing behavior did differ in their viewpoints on the importance of marketing mix (product/price/place/promotion) that influenced their online purchase at 0.05 level of significance.