Online Marketing Mix Factors Affecting the Decision to Purchase OTOP Products via Online Platforms of Consumers in Sakon Nakhon Province

Abstract

           This research aimed to 1) study the behavior of consumers in Sakon Nakhon Province towards deciding to buy OTOP products on online platforms, 2) study the level of importance of online marketing mix factors affecting the decision to buy OTOP products on online platforms of consumers in Sakon Nakhon Province, and 3) study the online marketing mix factors affecting the decision to buy OTOP products on online platforms of consumers in Sakon Nakhon Province. The research instruments were questionnaires. The population was people who had bought OTOP products on online platforms of consumers in Sakon Nakhon Province. The sample group consisted of 400 people using the convenience sampling method. The results of the study found that in terms of consumer behavior in Sakon Nakhon Province towards deciding to buy OTOP products on online platforms, most of the respondents chose to buy food products. The purpose of buying products was to buy for themselves. They mostly bought once a month. The person who had the most influence on buying products was themselves. The cost of each purchase was 201-500 baht. The payment method for products was via mobile banking. The channel to contact the seller was mostly via Line. In terms of online marketing mix factors, the most important level was 4.24 (S.D. = 0.436). When considering each aspect, it was found that the product aspect had the highest mean, followed by privacy, distribution channel, price, promotion, and personal service, respectively. The analysis of online marketing mix factors affecting the decision to buy OTOP products on online platforms of consumers in Sakon Nakhon Province found that all online marketing mix factors significantly affected the decision to buy products through online platforms of consumers in Sakon Nakhon Province at a statistical level of .05.