กลยุทธ์การตลาดดิจิทัลของค่ายรถไฟฟ้าจากประเทศจีนและพฤติกรรมผู้บริโภคที่ส่งผลต่อการตัดสินใจซื้อรถยนต์ไฟฟ้าในประเทศไทย
Year: 2024
Type: peer-review
Abstract: This research aims to 1) study the digital marketing strategies of electric car manufacturers in China and consumer behaviors that affect the decision to buy electric cars in Thailand; 2) study the guidelines for determining the digital marketing strategies of electric car manufacturers in China and consumer behaviors that affect the decision to buy electric cars in Thailand; and 3) study the decision to buy electric cars of electric car manufacturers in China and consumer behaviors that affect the decision to buy electric cars in Thailand. This research uses a combination of quantitative and qualitative research methods, consisting of simple random sampling from 400 consumers and in-depth interviews with 9 experts to obtain comprehensive and accurate data. The data collection tools consisted of questionnaires and interview forms. Statistics such as means, and correlation coefficients were used to analyze the data. The results of the research found that the digital marketing strategies of electric car manufacturers in China and consumer behaviors that affect the decision to buy electric cars in Thailand, overall, the need for innovation acceptance was at a high level, with a mean of 4.21 and a standard deviation of 0.47. In terms of decision-making behavior, the overall need for core competency characteristics was at a high level, with a mean of 4.29 and a standard deviation of 0.51. The overall need for car purchase decisions was at a high level. The mean was 4.30 and the standard deviation was 0.55.
Institution: Krirk University
Language: Thai
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W7220119499