พฤติกรรมผู้บริโภคออนไลน์และส่วนประสมทางการตลาดรูปแบบใหม่ (4E’s) ที่มีผลต่อการตัดสินใจซื้อสินค้าออนไลน์ผ่านแอปพลิเคชัน TikTok  ของผู้บริโภคในเขตกรุงเทพมหานครและปริมณฑล

Tadakarn  Katemayuranoradecha

Authors

Tadakarn Katemayuranoradecha Lecturer, Faculty of Business Administration, Rajapruk University

Keywords:

Online Consumer Behavior, Marketing Mix (4E's), Decision-Making Process, TikTok Application

Abstract

This research aimed to investigate the influence of 1) online consumer behaviors and 2) the new marketing mix (4E's) on online purchase decisions via the TikTok application among consumers in the Bangkok metropolitan region. Data were collected using a questionnaire administered to a sample of 400 consumers with prior purchasing experience on TikTok, selected via multi-stage cluster sampling. Statistical methods included frequency, percentage, mean, standard deviation, and multiple regression analysis.
The results revealed that overall online consumer behavior significantly influenced online purchase decisions (p<.05), accounting for 44% of the variance12. All five dimensions online cognitions, online emotions, online entertainment, flow, and online attitudes were significant predictors, collectively explaining 45% of the variance, with online entertainment and flow being the most influential factors.

Furthermore, the new marketing mix (4E's) had a significant impact on purchase decisions (p<.05), explaining 51% of the variance14. All four components Experience, Exchange, Everywhere, and Evangelism were significant predictors, collectively accounting for 53% of the variance, with Evangelism identified as the most influential factor.

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