ปัจจัยเชิงสาเหตุพฤติกรรมการรับรู้การตลาดเพื่อสิ่งแวดล้อมที่มีผลกระทบต่อส่วนประสมการตลาดในการตัดสินใจซื้อสินค้า สำหรับตลาดออนไลน์ในภาคตะวันออกเฉียงเหนือ
Year: 2021
Type: article
Study design: Observational Study
Abstract: The objectives of this research were 1) to study the causal of perceptual behavior an environmental marketing that affected the marketing mix to purchase for online market in the northeast, and 2) to analyze the perceptual behavior an environmental marketing that affected the marketing mix to purchase products. The sample group was 400 consumers in the online market in the Northeast. The instrument was a questionnaire and data analysis were performed by PLS-SEM method to measure the relationship of variables. The research found: 1) the causal of perceptual behavior an environmental marketing that affected the marketing mix to purchase for online market in the northeast, consisted the environmental improvement, environmental benefits, environmental efficiency, environmental information, environmental awareness, and environmental problem, and 2) the perceptual behavior an environmental marketing that was affected the marketing mix to purchase products by the Outer and Inner model. This method was accurately and reliably. The direct and indirect effect consisted environmental benefits, environmental efficiency, environmental information, environmental awareness and environmental improvement that have a direct effect. In addition, the environmental efficiency, environmental information, and environmental improvement were indirect effect to the marketing mix of consumer to purchase for online market in the northeast.
Language: Thai
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W7215536403