ปัจจัยส่วนประสมทางการตลาด เอกลักษณ์ชุมชน และการสื่อสารปากต่อปากที่ส่งผลต่อการตัดสินใจซื้อน้ำผึ้งของเอกลักษณ์ชุมชนของผู้บริโภค

Abstract

The purposes of this research were to: (1) study the effects of marketing mix factors on consumers’ purchase decisions of community-based honey products; (2) examine the effects of community identity on consumers’ purchase decisions of community-based honey products; and (3) investigate the effects of word-of-mouth communication on consumers’ purchase decisions of community-based honey products. This study employed a quantitative research approach. The sample consisted of 400 consumers who had purchased or consumed honey products from community enterprises or were interested in purchasing community-based honey products. Data were collected through an online questionnaire and analyzed using descriptive statistics, including frequency, percentage, mean, and standard deviation, as well as inferential statistics through multiple regression analysis. The results revealed that marketing mix factors, community identity, and word-of-mouth communication significantly influenced consumers’ purchase decisions of community-based honey products.