อิทธิพลของส่วนประสมทางการตลาด (7Ps) และการรับรู้ e-WOM ต่อพฤติกรรมผู้บริโภคเจเนอเรชัน Z ในตลาดเสื้อผ้าออนไลน์

Abstract

This quantitative research aimed to (1) examine Generation Z consumers’ opinions toward the Marketing Mix (7Ps) and electronic word-of-mouth (e-WOM), (2) analyze the relationships between the Marketing Mix (7Ps), e-WOM, and the online clothing purchasing behavior of Generation Z consumers, and (3) propose marketing strategies to promote online clothing purchases among Generation Z consumers. The sample consisted of 400 Generation Z consumers in Thailand aged 18–27 years who had previously purchased clothing online. Data were collected using a questionnaire and analyzed using mean, standard deviation, and Pearson’s correlation coefficient. The results revealed that the overall Marketing Mix (7Ps) was rated at a high level (X̄ = 4.17), with Place (X̄ = 4.28), Promotion (X̄ = 4.24), and Process (X̄ = 4.23) receiving the highest mean scores. The overall perception of e-WOM was rated at the highest level (X̄ = 4.24). The relationship analysis indicated that the Marketing Mix (7Ps) and e-WOM had positive and statistically significant relationships with the online clothing purchasing behavior of Generation Z consumers at the .05 level of significance. The relationships ranged from moderate to high levels and covered purchase intention, purchase decision, repurchase behavior, and word-of-mouth behavior.