7. ความเป็นมาและความสำาคัญของ
ปัญหา
5
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ae
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แผนภูมิแสดงกิจกรรมการใช้อินเตอร์เน็ตในประเทศไทย
(ที่มา : Nectec เดือนตุลาคม 2550)
8. Literature Review
Text Books Journals Dissertations Website
•Compare and save •Tesco Online Shopping. • Online shopping •www.thaifiway.com
•Executive EQ •Online Distribution • Online shopping for •Www.tohome.com
•On – Competition Channel. groceries •www.thaiwebsites.com/ecomm
•Consumers shopping • investigation of
•Global Marketing •www.perfonelove.com
Online. consumer motivation
•Marketing management towards online shopping •www.dco.co.th
•Essential Element of
•Emall shopping and •www.02aflower.comk
online shopping role of
customer loyalty •www.siamcentury.com
online shopping
• online shopping trends •www.jjmarketplace.com
•Understanding Online forecasts problems
Shopping benefit
• E tailing
• E business and internet
marketing
10. Theory of customer behavior
2
Interne
t Demonstr
Advertising Direct
ation
Signage Marketin
Display/Sho g
Trainning /
wroom
Public
IMC Seminar
Exhibition/Tr
Relations ade show
Packaging Seles
Promotion
Special Event
Integrated Marketing Communication
11. Conceptual framework
Independent of the research Dependent
Covariates
variables variables
Consumer demographic
- Gender
- age
- education
Marketing strategy
-7ps Customer behavior Customer decision making
-IMC
Personal selling
12. References
•Childer, T. l., Carr, c. L., Peck, J. & Carson, S. 2001. Hedonic and utilitarian motivations for
online retail shopping behavior. Journal of Retailing. (online). 77 (4). Available from :
http://www.factiva.com (cited 24 November 2007)
•Daqbholkar, P.A. 2006. Factors influencing consumer choice of a “rating web site”: An
experimental investigation of online interactive decision aid. Journal of Marketing Theory &
Practice. (Online). 14 (4). Available from : http://www.factiva.com (cited 24 November 2007).
•Dodes, R. 2006. Online vs. in-store : Internet shopping is essy, trendy – but can be
frustrating. Wall Street Journal. (online). (Published 4 April 2006). Available from :
http://www.afctiva.com (Cited 20 November 2007).)
• The Food Institute Report 2006. Online shopping boosting presence. (Online). (Published 6
Feburuary 2006). Available from : http://www.factiva.com (cited 24 November 2007)