THE RELATION OF MARKETING MIX FACTOR AND THE DECISION-MAKING PROCESS IN THE SELECTING OF ELECTRONIC FINANCIAL TRANSACTION SERVICE IN THE PAYMENT OF GOODS AND SERVICES OF ENTREPRENEURS IN PHAYATHAI AREA

Abstract

The purpose of this research was to study the relationship between market mix factors on service and decision processes in choosing e-Banking for products and services purchasing of the entrepreneurs in Phayathai area.

                In this research, the quantitative research was used as the research methodology. The group sample was 333 people, and the research instrument was questionnaire. Frequency, percentage and standard deviation were the collected statistic data, and they were used for hypothesis test by T-test, One-way ANOVA and Correlation.  The result revealed that the market mix factors on service which significantly had relationship with decision processes in choosing e-Banking for products and services purchasing at 0.05 were: (1) perception of needs or problems, (2) information seeking, (3) evaluation of options, (4) decision making for purchasing or selecting, and (5) post-evaluation of purchasing or selecting the services.