THE ELEMENTS OF MARKETING MIX AFFECTING THE REPURCHASE ELECTRONIC MARKETPLACE (E-MARKETPLACE) IN THAILAND

Name: Ravipa Akrajindanon

Organization : Sripatum University

keyword: Marketing Mix

ThaSH: Marketing

; Electronic Marketplace

; Online Shopping

; Repurchase Intention

Abstract: This study attempts to study the relationship between marketing mix and repurchase intention of online customers on e-marketplace in Thailand. A total of 400 usable samplings of e-marketplace customers are obtained. The findings reveal that the predictor variables of product (β = 0.375, t = 3.556, P = 0.001), price (β =0.448, t = 4.697, P = 0.000), place (β = 0.366, t = 4.227, P = 0.000), are achieved significance at the 0.05 level,while promotion (β = 0.024, t = 0.886, P = 0.569) does not reach the 0.05 significant level

Sripatum University. Central Library

Address: BANGKOK

Email: library@spu.ac.th

Created: 2017

Modified: 2019-05-27

Issued: 2019-05-27

บทความ/Article

application/pdf

eng

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