Digital Marketing Communication Affecting Online Purchasing Behavior of Consumers Generation Z in Thailand

Abstract

This research aims to 1) study online purchasing behavior 2) study  the influence of digital marketing communications on online purchasing behavior 3) Compare online purchasing behavior Classified according to personal factors, and 4) compare the perception of digital marketing communications among Generation Z consumers in Thailand. The research sample group consisted of 400 Generation Z using purposive sampling of consumers in Thailand by online questionnaire. The statistics used in data analysis consist of descriptive statistics such as frequency, percentage, mean, and standard deviation, and inferential statistics such as t-tests, and one-way analyses of variance.       

          The study results found that 1) Gender and different occupations affect the types of products that customers choose to buy, and the platforms used to purchase them 2) Education level different status, and income affect purchase period 3) Different income and status affect payment method and digital marketing communications 4) Different levels of education and status affect advertising through digital media and using sales people through digital media 5) Different statuses affect promotion of sales through digital media, and 6) Different status and income affect Sales and public relations through digital media significantly different at the .05 level. The study results indicate that Entrepreneurs should develop marketing strategies that suit the demographic characteristics of Generation Z consumers, such as creating specific promotions. Choosing the right media and determining the period that corresponds to purchasing behavior is important to increase the opportunity to create sales and customer satisfaction.