Authors : Yang Yifei; Zuo Rongrong; Sutthapat Amornruangtrakool; Benjatha Wattanakul

Volume/Issue : Volume 9 - 2024, Issue 1 - January

Google Scholar : http://tinyurl.com/bdettzdb

Scribd : http://tinyurl.com/2bsbr9ev

DOI : https://doi.org/10.5281/zenodo.10469319

Abstract : The objectives of this research were: (1) to study the factors that consumer demographic decision for digital age. (2) to study the factors that marketing-mix decision for digital age. The research model is quantitative research. Hainan province has a resident population of 10,270,000 people, and the sample group for the study is 390 individuals. Use a specific randomization method. By using questionnaires as a tool to collect data. The statistics used in the analysis were percentage, mean, standard deviation, t-test, f-test, multiple regression. Major Findings: (1) By investigating Hainan's electrical appliances consumers, it was found that demographic characteristics affect consumers' decision for digital age to purchase electrical appliances. Among demographic factor, the gender difference, age difference, work difference, monthly income difference, education level difference, number of family members difference and life style difference these demographic factors have a significant impact on the consumers’ purchase decision for digital age. (2) Marketing-mix decision for digital age affect consumers' decision to purchase electrical appliances. Regarding the factors affecting the data about marketing mix, we found that product factors ranked first, the quality factors of the product were the most important factor affecting consumer decision making. The price factor ranked second, of which price satisfaction is an important factor affecting consumer decision making. The place factors ranked third, of which the number of online stores was the largest. The physical factors ranked fourth, the usage effect is an important factor affecting consumer decision making. The promotional factors ranked fifth, of which the discount promotion activities factors are important factor affecting consumer decision making. The personal factors ranked sixth, and the merchant service attitude is an important factor affecting consumer decision making. Judging from the research results of the purchase behavior, consumers' own purchasing power factors have the greatest influence. The marketing factor ranked second. The installation experience factors ranked third. The competitor factors ranked fourth. The service attitude factors ranked fifth. The buying desire factors ranked sixth. The findings help enterprises better understand the demands and purchasing behavioral characteristics of target consumers, so as to formulate targeted marketing strategies and improve market competitiveness.

Keywords : Decision; Electrical Appliance; Hainan Province.