ปัจจัยส่วนประสมทางการตลาดบริการ (7Ps) และความไว้วางใจในแบรนด์ที่มีความสัมพันธ์กับกระบวนการตัดสินใจซื้อ และการบอกต่อปากต่อปากของผู้บริโภค Generation Z ในการซื้อเสื้อผ้าแฟชั่นผ่านแพลตฟอร์มออนไลน์

Abstract

The purposes of this research were as follows: (1) to examine the service marketing mix (7Ps) and brand trust among Generation Z consumers; (2) to investigate the purchasing decision process and positive word-of-mouth regarding fashion apparel purchased through online platforms; and (3) to explore the relationships between the service marketing mix (7Ps), brand trust, purchasing decision process, and positive word-of-mouth. This study employed a quantitative research design. The sample consisted of 400 Generation Z consumers in Nakhon Si Thammarat Province who had purchased fashion apparel through Shopee and Lazada, selected using convenience sampling. Data were collected through an online questionnaire via Google Forms and analyzed using frequency, percentage, mean, standard deviation, and Pearson's correlation coefficient. The findings revealed that: (1) the overall levels of the service marketing mix (7Ps) and brand trust were at the highest level, with place receiving the highest mean score; (2) the overall purchasing decision process and positive word-of-mouth were also at the highest level, with purchasing decision obtaining the highest mean score; and (3) the service marketing mix (7Ps) and brand trust were positively correlated with the purchasing decision process and positive word-of-mouth among Generation Z consumers at a statistically significant level.