เครื่องมือทำการตลาดบนแพลตฟอร์ม Shopee ที่มีผลต่อการตัดสินใจซื้อของผู้บริโภค

Abstract

This quantitative research aimed to (1) study the marketing tools on the Shopee platform used by consumers, (2) examine the relationship between marketing tools on the Shopee platform and consumers’ purchasing decisions, and (3) propose appropriate guidelines for the use of marketing tools on the Shopee platform for entrepreneurs and online retailers. The sample consisted of 400 consumers in Thailand who had previously purchased products through Shopee. Data were collected using a questionnaire and analyzed using descriptive statistics and Pearson’s correlation coefficient. The results revealed that most respondents were female, aged between 19 and 28 years, held a bachelor's degree, were students, and had a monthly income of 5,000 baht. They regularly purchased products through the Shopee platform. The overall level of purchasing decision-making was found to be high. Furthermore, marketing tools were significantly correlated with consumers’ purchasing decisions.Based on the findings, entrepreneurs and online retailers should emphasize the use of traffic-generating tools, such as Shopee Ads, store promotion features, and collaborations with online influencers, to increase product visibility and expand customer reach.