Factor Influencing The Electronic Commerce Behavior of Thailand Post Co., Ltd. in Bangkok and Vicinity Area
The objective of the study was to investigate factors affecting Thailand Post service using behaviors of people doing e-commerce business in Bangkok and suburban areas. The personal data included gender, age, monthly income, and educational background. Other data included service marketing mix of products, prices, promotion plan, process, physical aspects, and personnel. The study also aimed to investigate satisfaction towards Thailand Post service use. Through the calculation of Taro Yamane’s formula, the subjects were 400 people doing online business, selected from 550,000 online shops. The instrument used for data collection was questionnaires. The data were statistically analyzed by t-test, F-test, Correlation analysis at the significance level of 0.05.
The results showed that most of the subjects were female, 21-25 years old, and single, holding bachelor degree. They received monthly income of 15,000 baht.
The subject expressed their opinions towards service marketing mix as affecting satisfaction to Thailand Post service use in terms of products, price, promotion, process, physical aspects, and personnel. It was found that the overall satisfaction was in “good” level.
The results of the hypothesis testing showed difference of demographic data regarding gender, age, monthly income, and educational background. The hypothesis testing results of the relationship between service marketing mix in the products, price, promotion, process, physical aspects, and personnel showed strong correlation with how people come to use the service.