The Online Marketing Mix Factors Influencing the Purchase of Auspicious Trees in E-Commerce

The purpose of this article is to study the online marketing mix factors influencing the purchase of auspicious plants in e-commerce. The sample group consisted of 456 consumers living in Bangkok who had experience purchasing auspicious plants online and were aged 18 years or older. The sampling method used was accidental sampling, and data were collected using questionnaire. The statistical methods used for data analysis included descriptive statistics (frequency, percentage, mean, and standard deviation) and inferential statistics, specifically multiple regression analysis. The results showed that the majority of the sample were female, held a bachelor's degree, were aged 21-30 years, had an average monthly income of 15,001 – 25,000 Baht, worked in private companies, and were single. This indicates that consumers purchasing auspicious plants via e-commerce belong to a financially stable group with purchasing power and make independent buying decisions. Regarding the online marketing mix factors, the overall level was found to be very high, with a mean score of 4.68 (S.D. = 0.384). When breaking down the marketing mix factors into specific aspects, the top three aspects were Privacy protection, with a mean score of 4.75 (S.D. = 0.401), Personalized services, with a mean score of 4.71 (S.D. = 0.411), and Distribution channels, with a mean score of 4.70 (S.D. = 0.346). For the decision to purchase auspicious plants in e-commerce, it was found that consumers in Bangkok aged 18 and older had an overall very high level of decision-making, with a mean score of 4.36 (S.D. = 0.544). When breaking down the purchase decision into specific aspects, the top three aspects were Ease and convenience of purchasing auspicious plants online, with a mean score of 4.63 (S.D. = 0.591), Overall purchasing of auspicious plants in e-commerce, with a mean score of 4.46 (S.D. = 0.649), and Price comparison before purchasing auspicious plants online, with a mean score of 4.39 (S.D. = 0.763). The variability in purchasing decisions for auspicious plants in e-commerce was 14.3% (𝑅² = 0.143), with predictive variables including online marketing mix factors, product factors, price factors, and marketing promotion factors. Developing distinctive and unique products compared to the general market, along with setting reasonable and worthwhile pricing, can enhance consumers' decision-making in purchasing auspicious plants online. Online retailers should focus on clearly presenting details about auspicious plants, including quality, auspicious significance, and care instructions, to build consumer confidence. Additionally, implementing relevant marketing strategies, such as customer reviews, video reviews, and promotional campaigns, can further encourage purchasing decisions and improve overall sales performance.