ปัจจัยที่มีอิทธิพลต่อพฤติกรรมการซื้อเบเกอรี่ออนไลน์ของผู้บริโภคในเขตพื้นที่อำเภอหาดใหญ่ จังหวัดสงขลา

Abstract

The objects of this research were 1) To study demographic factors influencing buying bakery online behavior of consumers in Hat Yai district, Songkhla province. 2) To study marketing mix factors that influencing buying bakery online behavior of consumers in Hat Yai district, Songkhla province. This research was quantitative research and using questionnaires as a tool for data collection. The survey was conducted from 400 people, who used to buy bakery online and live in Hat Yai district, Songkhla province. By analyzing from percentage, mean, standard deviation, t-test, One-Way analysis of variance and Multiple regression analysis. The results showed most people are women, age under 20 years old, bachelor’s degree educated, occupation student, income under 10,000 baht. Demographic factors; gender, age and occupation influencing buying bakery online behavior of consumers in Hat Yai district, Songkhla province. Significant at 0.05 level. Marketing mix factors; product, price, place, promotion, people, process and physical evidence related to buying bakery online behavior of consumers in Hat Yai district, Songkhla province. By product, promotion and physical evidence influencing buying bakery online behavior of consumers in Hat Yai district, Songkhla province. Significant at 0.05 level.