Online marketing communication affects on purchasing decision through JD central application

Abstract

This research is a quantitative research. That have the objective to study 1)demographic characteristic affecting on purchasing decision through JD Centralapplication 2) online marketing communication affecting on purchasing decision through JD Central application. The sample is customers who purchase products through the JD Central application of 400 persons. The researcher selected purposive sampling by using questionnaires with the reliability of each variable between .906 - .949. Statistics used to analyze data were frequency, percentage, mean, standard deviation, one - way analysis of variance and multiple regression analysis with a statistical significance level of .05. The results showed that 1) most of the respondents were male 54.00 percent, age between 18 - 31 71.00 percent, bachelor’s degree 66.50 percent, status of single people 71.75 percent, sudents 36.25 percent, Income/month less than 15,000 baht 36.50 percent and family size 3 - 4 people 54.50 percent 2) demographic characteristics affecting on purchasing decision through JD Central application with a statistical significance of .05 were education levels 3) online marketing communication affecting on purchasing decision through JD Central application with a statistical significance of .05 were Website, Twitter and Facebook.