This study aims to investigate the level of consumer behaviour and examine the relationship between the online marketing mix (6Ps) and the purchasing behaviour of Thai consumers on the Facebook platform. The sample consisted of 397 Thai consumers aged 18 and above who had prior experience purchasing products via Facebook. Convenience sampling was employed, and data were collected through an online questionnaire. Descriptive statistics, including mean and standard deviation, along with the Chi-square test, were utilized for data analysis.
The results showed that most respondents primarily purchased clothing and fashion items. Most frequently, products were discovered through Facebook posts. Evening hours were identified as the most common time for purchases, followed by nighttime. Price was found to be the most influential factor in the purchase decision, with friends being the most influential individuals in that decision-making process. Regarding purchasing behaviour, most respondents reported that they first reviewed product details, followed by checking comments and reviews. Furthermore, the findings indicated that promotional activities and privacy-related factors had the highest level of influence on consumer behaviour. In addition, product, price, distribution channel, and personalization factors were also found to have a high level of influence on consumer behaviour.
In addition, the hypothesis testing results revealed that online marketing mix factors related to product, price, distribution channel, and privacy were significantly associated with consumer behaviour at the 0.05 level of statistical significance. However, promotional activities and personalization factors did not show a statistically significant relationship with consumer behaviour.
These findings not only enable business operators to develop more effective and targeted marketing strategies but also contribute to enhancing the overall online shopping experience. By understanding and responding more accurately to consumers’ needs and expectations, businesses could create greater value and satisfaction for their customers.