?????????????????????????????????????????????????????????????????? ??????????? E-commerce

Abstract

The Object of this research were (1) To study consumer repurchase behavior of frozen ready-to-eat meals through E-commerce channels. (2) To study online marketing mix factors (6Ps) that influence on repurchase frozen ready-to-eat meals through E-commerce channels. (3) To study lifestyle (AIO) that influencing on repurchase frozen ready-to-eat meals through E-commerce channels. This research was quantitative research and using questionnaires as a tool for data collection. The survey was conducted by 400 people, who had previously purchased frozen ready-to-eat meals through E-commerce platforms. By analyzing from Percentage, Mean, Standard deviation and Multiple regression analysis, with a statistical significance level set at 0.05.The result showed most people are female, aged 21-30 years, private-sector employees, income between 15,001�30,000 THB. Had 3-4 family members and resided in southern Thailand. The E-commerce platform for purchasing was Shopee, with packaging size of 150 grams, Convenience was the primary reason for purchase, during evening hours, at a frequency of once per month, with an average spending per purchase between 500-999 THB. and the key decision-maker in the purchasing process was the consumer themselves. Online marketing mix factors (6Ps) and lifestyle (AIO), the overall influence was found to be at a high level. The result that four online marketing mix factors price, promotion, product and privacy had influence on consumer repurchase frozen ready-to-eat meals through E-commerce platforms at the 0.05 significance level. Additionally, within the lifestyle (AIO) factors, the Opinions was found to influence on consumer repurchase at the 0.05 significance level.

?????????????????????????????? (1) ???????????????????????????????????????????????????????????? ??????????? E-commerce (2) ?????????????????????????????????????????? ????????????????????????????????????????????????????????? ??????????? E-commerce (3) ?????????????????????????????????????????? ????????????????????????????????????????????????????????? ??????????? E-commerce ?????????????????????? ?????????????????????????????????????????????????? ????? 400 ?? ????????????????????????????????????? ?????? ????????????????????????????????????????????? ??????????? E-commerce ??????????????????? ????????? ????????? ??????????????????????? ????????????????????????????????? ??????????????????????????????????? 0.05?????????? ????? ??????????????????????????????? ?????????? 21 -30 ?? ????????????????? ???????????????????????????????? 15,001 � 30,000 ??? ?????????????????????????? 3-4 ?? ?????????????????? ??????????????????????????????????????????????????? Shopee ???????????? 150 ???? ?????????????????????????????? ??????????????????????????? (18:00 - 24:00 ?.) ??????????? 1 ????????????? ??????????????????????????????? 500-999 ??? ??????????????????????????????????????? ??? ?????? ???????????????????????????????????? (6Ps) ????????????????????????????? (AIO) ??????????????????????? ?????????????????? ????????????????????????????????????? (6Ps) ?????????? ??????????????????? ????????????? ?????????????????????????????? ?????????????????????????????????????????????????????? ??????????? E-commerce ??????????????????????????????? 0.05 ????????????????????????????? (AIO) ????????????????? ?????????????????????????????????????????????????????? ??????????? E-commerce ??????????????????????????????? 0.05