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Ding Runzhi. Influence of the 4PS marketing mix strategy and intelligent logistics service on consumer purchase decisions. Master's Degree(General Management). Rajamangala University of Technology Thanyaburi. Office of Academic Resource and Information Technology. : , 2568.
Influence of the 4PS marketing mix strategy and intelligent logistics service on consumer purchase decisions
Name: Ding Runzhi
Address:
Pathum thani
Organization :
Rajamangala University of Technology Thanyaburi. Faculty of Business Administration. Program in General Management
keyword:
4Ps marketing mix strategy
ThaSH:
Marketing
Classification :.LCCS: HF 5415
ThaSH:
Logistics
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.
Rajamangala University of Technology Thanyaburi. Office of Academic Resource and Information Technology
Address:
PATHUM THANI
Email:
elibrary@mail.rmutt.ac.th
Name: Li Liou-Yuan
Role:
Faculty advisor
Created:
2568
Modified:
2025-02-13
Issued:
2025-02-13
วิทยานิพนธ์/Thesis
application/pdf
CallNumber:
THE HF 5415 .R86
eng
DegreeName: Master of Business Administration
Level: Master's Degree
Descipline: General Management
©copyrights Rajamangala Univetsity of Technology Thanyaburi
RightsAccess:
ใช้เวลา
0.036476 วินาที
Ding Runzhi
| Title | Contributor | Type |
|---|---|---|
| Influence of the 4PS marketing mix strategy and intelligent logistics service on consumer purchase decisions
มหาวิทยาลัยเทคโนโลยีราชมงคลธัญบุรี Ding Runzhi | Li Liou-Yuan | วิทยานิพนธ์/Thesis |
Li Liou-Yuan
| Title | Creator | Type and Date Create |
|---|---|---|
| Relationship among private school brand image, marketing strategy, and student satisfaction in a private university - A case study
มหาวิทยาลัยเทคโนโลยีราชมงคลธัญบุรี Li Liou-Yuan | Song Yufei | วิทยานิพนธ์/Thesis |
| Influence of the 4PS marketing mix strategy and intelligent logistics service on consumer purchase decisions
มหาวิทยาลัยเทคโนโลยีราชมงคลธัญบุรี Li Liou-Yuan | Ding Runzhi | วิทยานิพนธ์/Thesis |