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This study aimed to understand the relationship between integrated marketing communication factors and other factors related to the Online Curriculum: e-Commerce Marketing that influences the decisions of SME business entrepreneurs to participate in the Online Curriculum: e-Commerce Marketing as a quantitative study. The data was collected from the sample group of 400 SME business entrepreneurs within Bangkok and suburban areas and was tested for relations between variables using statistics and Multiple Regression Analysis. The result found that integrated marketing communication factors of online curriculum, namely, Personal Selling (b = 0.414) and Public Relations (b = 0.522), influenced decisions of SME business entrepreneurs to participate in online curriculum (R2 = 0.495) and found that influences of other factors related to the curriculum, which are Brand Image (b = 0.131) and Trust (b = 0.728), influenced decisions of SME business entrepreneurs to participate in online curriculum (R2 = 0.716) as well.

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Factors that Influence Decisions of SME Business Entrepreneurs to Participate in the Online Curriculum: e-Commerce Marketing

  • 会议论文

  • 发表日期：

    2025年

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  • Ploykwan Jedeejit,
  • Praputhson Piakson,
  • Wongpanya S. Nuankaew,
  • Thapanapong Sararat,
  • Pratya Nuankaew

摘要

This study aimed to understand the relationship between integrated marketing communication factors and other factors related to the Online Curriculum: e-Commerce Marketing that influences the decisions of SME business entrepreneurs to participate in the Online Curriculum: e-Commerce Marketing as a quantitative study. The data was collected from the sample group of 400 SME business entrepreneurs within Bangkok and suburban areas and was tested for relations between variables using statistics and Multiple Regression Analysis. The result found that integrated marketing communication factors of online curriculum, namely, Personal Selling (b = 0.414) and Public Relations (b = 0.522), influenced decisions of SME business entrepreneurs to participate in online curriculum (R2 = 0.495) and found that influences of other factors related to the curriculum, which are Brand Image (b = 0.131) and Trust (b = 0.728), influenced decisions of SME business entrepreneurs to participate in online curriculum (R2 = 0.716) as well.