????????????????????????????????????????????????????????????????????????????????? ??????????? E-Marketplace ??????????????? ???

Abstract

The objective of this research aims to examine the Online Marketing Mix Factors Affecting The Purchasing Decision Process Of Skincare Products Through E-Marketplace of Generation Y Consumer. This research was the quantitative research, with data collected via an online questionnaire. targeting a sample group of Generation Y consumers who have made at least one skincare product purchase through the E-Marketplace, with a sample size of 405 individuals. Statistical analysis involved descriptive statistics by using frequency, percentage, mean, and standard deviation, along with inferential analysis using multiple linear regression analysis.The study revealed that most of the respondents were female, ages between 28-32 years old. They worked as private company employees and government employees with an average monthly income about 15,000-25,000 baht. The study found that there are online marketing mix factors affecting the purchasing decision process of skincare products through E-Marketplace of generation Y consumer, with statistically significant factors at a level of 0.05 The factors include Product affect the purchasing decision process on Evaluation of Alternatives Stage and Purchase Decision Stage. Price affect the purchasing decision process on Information Search Stage, Evaluation of Alternatives Stage and Purchase Decision Stage. Place affect the purchasing decision process on Need Recognition and Evaluation of Alternatives Stage. Promotion affect the purchasing decision process on Need Recognition Stage, Information Search Stage and Post-purchase Behavior Stage. And Personalization affect the purchasing decision process on Information Search Stage, Evaluation of Alternatives Stage, Purchase Decision Stage and Post-purchase Behavior Stage. However Privacy factors did not affect the purchasing decision process of skincare products through E-Marketplace of Generation Y consumer.

????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????? ??????????? E-Marketplace ??? ???????????? ??? ???????????????????????? ???????????????????????????????????????????????????? ????????????????????????????????????????????? ??????????????????????????? ??????????? E-Marketplace ???????????????1????? ????? 405 ???????? ???????????????????????????????????? ??? ?????????? ????????? ????????? ?????????????????????? ?????????????????????????????? ?????????????????????????????????????????????????? ?????????????????? ?????????????????????????????????? ????????????? 28-32?? ?????????????????????? 15,000-25,000 ??? ?????????????????????? ??????????????????/????????????? ?????????????????????????????????????????????????? ?????????????????????????????????????????????? ??????????? E-Marketplace ??? ???????????? ??? ????????????????????????????? 0.05 ????????????????????????????? ????????????????????????????????????????????? ????????????????????????????? ???????????????????????????????????????????? ????????????????????????????????????? ?????????????????? ?????????????????????? ??????????????????? ?????????????????????????? ???????????????????????? ????????????????????????????? ?????????????????? ????????????????????????? ????????????????????????????? ????????????????????????????? ?????????????????? ?????????????????? ?????????????????????????? ????????????????????????? ????????????????????????????? ?????????????????? ?????????????????????? ??????????????????? ?????????????????????????? ???????????????????????????????????????????????? ??????????????????????????? ????????????????????????????????????????????????????????????? ??????????? E-Marketplace ??? ???????????? ???