THE INFLUENCE OF DIGITAL SOCIAL MEDIA AFFECTING TO PURCHASE ONLINE MERCHANDISE VIA ELECTRONIC COMMERCE

Boonthai Kaewkhuntee, Supakorn Tunvaravuttichai

ABSTRACT:

It is required for the business sector to study the Influence of Digital Social Media affecting. The decision to purchase online merchandise via electronic commerce, consisting of digital marketing factors and advertising media for respond to the consumer needs and develop sales channels to be affective for business success. The purpose of this research was to explore 1) opinion levels on digital marketing factors and advertising media and 2) influence of digital social media affecting decision to purchase online merchandise through the electronic commerce marketplace. The research was a qualitative study undertaken through the sampling group consisting of 400 internet users reserving and making their orders the merchandise via online system in 2022. The convenience sampling and data collection of the target group were carried out through online questionnaires placed on the Google form website in the social network whereas the content analysis was applied for data analysis. The results of the research found that 1) the majority of the samples were 211 males at the age of 31 – 40 years with single status, bachelor’s degrees education, state-enterprises/government officials occupation who gain a monthly income over 25001 Baht 2) In the view of digital social media the results represented that the overall opinion at the highest level and 3) Considering the purchase decision it was found that the overall opinions were at the highest levels, respectively the results of this research can be further utilized for development of digital social media strategies to be in accordance with current purchase behavior of companies and applied for marketing planning and selecting of marketing tools in order to be in line with the target and also increasing competitiveness in due course.

KEYWORDS: Digital social media, Electronic commerce, Marketplaces

DOI: 10.62788/g2B5v9H4nY

PUBLISHED IN: ICMIESS 2023 Conference Proceedings

DATE OF CONFERENCE: 1st - 2nd MAY 2023

CONFERENCE LOCATION: OKINAWA, JAPAN

PUBLISHER: EDUCATION STUDIO (THAILAND) CO., LTD.

ELECTRONIC ISBN: 978-616-7901-68-8

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