Factors influencing the decision to buy fresh seafood online among Generation X consumers in Nakhon Si Thammarat Province, Thailand

The objectives of this study were to: 1) study the online purchase decision making behavior of consumers of Generation X in Nakhon Si Thammarat Province 2.) To analyze factors influencing the decision to buy fresh seafood online of Generation X consumers in Nakhon Si Thammarat Province including online consumer behavior Online Marketing Mix (8Ps) and Technology Adoption. The sample group used in the study was Generation X consumers in Nakhon Si Thammarat Province which are people aged between 41 - 56 years, amounting to 450 people using a questionnaire to collect data. The statistics used in the analysis consisted of Descriptive statistics were frequency, percentage, mean, standard deviation and inferential statistics, including t-test (Independent Sample t-test) F-Test (One Way ANOVA) and Multiple Regression Analysis. The results of the study showed that the behavior of consumers had channels to buy fresh seafood via Line application, which bought fresh seafood through online channels in a period of 1 month, amounting to 1 – 2 times. The value of buying fresh seafood online is 501 – 1,000 baht. Usually choose to buy fresh seafood online to bought squid. The factor that makes buying fresh seafood online is the promotion. Participants in the decision to buy fresh seafood online were family members and there is a way to pay by credit card. And the factors influencing the decision to buy fresh seafood online among Generation X consumers in Nakhon Si Thammarat Province Including 1.) Online consumer behavior with an average of 4.07 It found that consumers felt more freedom when looking for fresh seafood when looking online was at the highest level, followed by the ability to receive news through online media and websites anywhere and at any time 2.) Online Marketing Mix with an average of 4.03, it was found that the factor of productivity (Productivity) is at a high level When analyzed, it was found that Seafood can be stored for a long time without preservatives. was at the highest level, followed by the product factor (Product). When analyzed, it was found that the shop has a wide variety of products to choose from such as shrimp, squid, fish, and crabs at a high level. 3.) Acceptance of technology with an average of 4.05, it was found that the ability to choose fresh seafood anywhere and anytime was at the highest level, followed by the ability to pay for goods or services through online channels. In addition, the study of demographic factors, namely education level, status, occupation and average monthly income. There are different influences on the decision to buy fresh seafood online among Generation X consumers in Nakhon Si Thammarat Province.