Please use this identifier to cite or link to this item:
http://www.repository.rmutt.ac.th/xmlui/handle/123456789/4479
Title: | Influence of the 4PS marketing mix strategy and intelligent logistics service on consumer purchase decisions |
Authors: | Ding Runzhi |
Keywords: | Marketing, Logistics 4Ps marketing mix strategy Intelligent logistics service Consumer purchase decisions |
Issue Date: | 2023 |
Publisher: | Rajamangala University of Technology Thanyaburi. Faculty of Business Administration. Program in General Management |
Abstract: | This independent study aimed to investigate the influence of 4Ps marketing mix strategy and the intelligent logistics service on consumer purchase decisions in the current logistics market environment. The sample group used in the study were 406 customers of China Post Zhoushan Branch. The instrument used to collect data was a questionnaire. The statistical methods used to analyze the data were frequency, percentage, mean, reliability and validity analysis, correlation analysis, regression analysis, and mediation effect analysis. The study made the following findings. Firstly, 4Ps marketing mix strategy perception significantly and positively influenced consumer logistics product purchase decisions. Indeed, there was a significant positive relationship between the product, price, promotion and place of the 4Ps marketing mix strategy and 4Ps marketing mix strategy perception. Secondly, intelligent logistics service quality perception significantly and positively influenced consumer logistics product purchase decisions. Smart logistics service quality perception showed a positive relationship with logistics product repurchase intention. Finally, it was found a partial mediating effect of the 4Ps marketing mix strategy perception on the 4Ps marketing mix strategy of product, price, promotion and place. |
URI: | http://www.repository.rmutt.ac.th/xmlui/handle/123456789/4479 |
Appears in Collections: | การค้นคว้าอิสระ (Independent Study - BUS) |
Files in This Item:
File | Description | Size | Format | |
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RMUTT-176190.pdf | Influence of the 4PS marketing mix strategy and intelligent logistics service on consumer purchase decision | 1.52 MB | Adobe PDF | View/Open |
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