The Factor of Online Marketing Communication Towards Community Products at Monpin Subdistrict, Fang District Chiang Mai Province

Abstract

         The objectives of this research were 1) to study tourist behaviors of Monpin subdistrict, Fang district Chiang Mai province. 2) to study online marketing communication effects on purchasing decisions of community product of Monpin subdistrict, Fang district Chiang Mai province. It was quantitative research using a questionnaire as a research tool. The sample group in this research was 400 tourists selected by convenience sampling. The statistics used in the research were descriptive statistics and multiple regression analysis.

         The finding of tourist behavior showed that tourists usually buy a community product in order to satisfy one's needs and desires. Friend and acquaintance are acknowledged as an important information source that influence tourists' buying choices. Most tourists used to buy community product via social media and the average time spent on social media daily is 2-5 times. Facebook has the greatest influence on tourists’ purchasing decision. The results of the hypothesis testing showed that the factors of online marketing communication in aspects of online advertising, user generated content and online interaction had a positive effect to decision making to purchase community products at a statistically significant level of 0.05, respectively.