วารสารวิทยาลัยบัณฑิตเอเซีย ...

E-commerce is increasingly popular, hence there is a necessity in understanding different behaviors associated with consumer decision making process. In this study, In-depth interview was conducted on 9 the participants that purchase goods from website at least 1 time, based on 3 aspects: 1) media perceiving behavior that effect on customer decision making 2) to study marketing factors in content communication affecting customers decisions to buy stationery via e-commerce and 3) to study the content marketing communication on website that affecting customers decisions to buy stationery via e-commerce. The study has shown that during the pre-purchasing period, social network services are the main source of perceived media with Facebook being the most popular. In terms of content, educational or functional content that immediately justified and/or inspire the participants’ necessity to purchase the product, particularly those that immediately remedy their everyday situation, increase the likelihood of purchasing decision. During the purchasing period, presentation content and figure illustration of the products on the website has a direct impact on purchasing decision Good webpage layout and simple checkout process has contributed to pleasant user experience.