THE INFLUENCE OF MARKETING FACTORS ON ONLINE PURCHASE DECISION BEHAVIOR IN THE UPPER NORTHERN REGION OF THAILAND

บทคัดย่อ

This study examines the influence of marketing factors on online purchase decision behavior in the upper northern region of Thailand by integrating traditional marketing constructs with digital-era variables. A quantitative research design was employed, and data were collected from 450 respondents with prior online purchasing experience using a convenience sampling technique. Structural Equation Modeling (SEM) was applied to test the hypothesized relationships among marketing factors (7Ps), user-generated content (UGC), customer trust, social commerce, and perceived convenience.

The results indicate that marketing factors have a significant positive effect on purchase decision behavior (β = 0.41, p < 0.001), with process and place emerging as particularly influential dimensions. UGC significantly influences customer trust (β = 0.52, p < 0.001), which in turn affects purchase decisions (β = 0.36, p < 0.001), confirming its mediating role. Additionally, social commerce (β = 0.29, p < 0.01) and perceived convenience (β = 0.33, p < 0.001) were found to significantly impact purchase behavior. The structural model demonstrated a good fit with the empirical data (CFI = 0.93, TLI = 0.92, RMSEA = 0.057), confirming its robustness and validity.

The findings contribute to the literature by integrating traditional marketing theory with digital consumer behavior frameworks, providing a comprehensive model for understanding online purchasing behavior in emerging markets. From a practical perspective, the study highlights the importance of enhancing service processes, platform accessibility, and digital engagement strategies. At the policy level, the results emphasize the need for digital infrastructure development, consumer protection, and digital literacy to support sustainable growth in Thailand’s e-commerce sector.