Integrated Marketing Communication Factors Affecting on Online Product Purchasing on E-commerce Service Platform of Bangkok Metropolitan Area

Abstract

This research was to study the demographic factors, consumer behavior factors such as activities, interests, and opinions, as well as the factors of integrated marketing communication, including advertising, sales, sales promotion, and public relations. These factors collectively impacted the satisfaction in using e-commerce platforms for online shopping among the younger generation. The study collected data through a questionnaire from a sample group aged between 15 to 29 years old, who had used an e-commerce platform at least once in the past 15 days. The sample size consisted of 410 individuals. From the study, it was found that the majority of the sample group were males, with an average age of 21 years old, pursuing undergraduate studies. The primary occupation of the respondents was mostly students. The average income of the majority was 13,353 Baht. The majority of the sample group used the platform during the late hours (7:01 PM - 12:00 AM). Their average order value was between 201-400 Baht. The predominant payment method used was Mobile Banking. The most frequently purchased type of product on the e-commerce platform was men's/women's fashion apparel. The primary reason for using the e-commerce platform was attractive deals and prices. The promotional period that significantly influenced their purchases was the Monthly Promotion. The results of hypothesis showed that demographic characteristics and consumer behavior factors, when differing, did not significantly impact the satisfaction in using e-commerce platforms for online shopping among the younger generation. However, it was observed that integrated marketing communication factors significantly influenced the satisfaction in using e-commerce platforms for online shopping among the younger generation, with statistical significance at the .05 level.