Development of Online Marketing Communication Strategies to Influence Customers’ Intention to Order Sacred Objects for Worship in Thailand

Abstract

The purposes of this research were to 1) study factors that influence on the intention to order sacred objects for worship of consumers in Thailand, 2) develop a form of online marketing communication strategy with the intention to order sacred objects for worship of consumers in Thailand, and 3) check the consistency of the online marketing communication strategy model on the intention of ordering sacred objects for worship of consumers in Thailand Research using merge research techniques By using qualitative research such as in-depth interview with experts And using quantitative research using questionnaires as a tool to survey opinions about factors influencing the intention to order sacred objects for worship of consumers in Thailand from a sample of 350 people. The data were analyzed from qualitative research with content analysis and also from quantitative research, i.e., descriptive statistics including percentage, mean, standard deviation and inferential statistics, structural equation model. The research found that Online marketing communication strategies had a direct positive influence to trust, word-of-mouth, and intention to buy a sacred object. Trust had direct influence, positive influence, to word-of-mouth. Deciding to rent a sacred object, word-of-mouth telling had a direct influence, positive influence on the decision to rent a sacred object. The model had: χ2 = 67.10, df = 52, p-value = 0.07753, GFI = 0.98, AGFI = 0.97, SRMR = 0.016, RMSEA = 0.022, CN = 694.69.