ปัจจัยส่วนประสมทางการตลาดออนไลน์ที่ส่งผลต่อการตัดสินใจซื้อประกันภัยรถยนต์ผ่านแพลตฟอร์มออนไลน์

Abstract

This research studied Online Marketing mix factors Affecting Decision to Purchase Voluntary Motor Insurance via Online Platform. The purposes of this study were: 1) to study online marketing mix factors affecting decision to purchase voluntary motor Insurance via online platform, 2) to study sustainable consumption in Sustainable Development Goals affecting decision to purchase voluntary motor Insurance via online platform. The study was a quantitative research and collection of data by questionaire. A sample was selected from people who have purchase voluntary motor insurance via online platform at least 1 time, totailng 380 people. Descriptive data analysis used percentage, frequency distribution, mean and standard deviation. Inferentail analysis by Multiple Regression Analysis was statistically significant at 0.05 level. The results of the study were as follows: 1) to study online marketing mix factors affecting decision to purchase voluntary motor Insurance via online platform as Place, Personalization and Privacy. 2) to study sustainable consumption in Sustainable Development Goals affecting decision to purchase voluntary motor Insurance via online platform as Individual Behavior in environment, Individual Behavior in Economy and Organizational Behavior in Economy. This research is useful for motor insurance entrepreneur by taking the data to make strategy in the business.