{"id":"https://openalex.org/W7215463154","doi":null,"title":"Unveiling the 4Es Marketing Strategy: Factors Influencing Online Shopping Behavior Among Consumers in Krabi, Thailand","display_name":"Unveiling the 4Es Marketing Strategy: Factors Influencing Online Shopping Behavior Among Consumers in Krabi, Thailand","publication_year":2023,"publication_date":"2023-09-15","ids":{"openalex":"https://openalex.org/W7215463154"},"language":"th","primary_location":{"id":"pmh:oai:so02.tci-thaijo.org:article/264201","doi":null,"is_oa":true,"landing_page_url":"https://so02.tci-thaijo.org/index.php/journalfms-thaijo/article/view/264201","pdf_url":"https://so02.tci-thaijo.org/index.php/journalfms-thaijo/article/download/264201/177393","source":{"id":"https://openalex.org/S7407067569","display_name":"Interdisciplinary Journal of Buriram Rajabhat University","issn_l":"3057-1871","issn":["3057-1871"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"journal"},"license":"cc-by-nc-nd","license_id":"https://openalex.org/licenses/cc-by-nc-nd","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"3057-1871","raw_type":"info:eu-repo/semantics/article"},"volume":null,"type":"article","is_traditional":true,"indexed_in":[],"open_access":{"is_oa":true,"oa_status":"diamond","oa_url":"https://so02.tci-thaijo.org/index.php/journalfms-thaijo/article/download/264201/177393","any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5071305980","display_name":"Pongsakorn Limna","orcid":"https://orcid.org/0000-0002-7448-5261","observed_orcids":["https://orcid.org/0000-0002-7448-5261"]},"institutions":[{"id":"https://openalex.org/I89226531","display_name":"Rangsit University","ror":"https://ror.org/01cqcrc47","country_code":"TH","type":"education","lineage":["https://openalex.org/I89226531"]}],"countries":["TH"],"is_corresponding":true,"raw_author_name":"Limna, Pongsakorn","raw_affiliation_strings":["Faculty of Economics, Rangsit University, Pathum Thani, Thailand"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Faculty of Economics, Rangsit University, Pathum Thani, Thailand","institution_ids":["https://openalex.org/I89226531"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":1,"corresponding_author_ids":["https://openalex.org/A5071305980"],"corresponding_institution_ids":["https://openalex.org/I89226531"],"apc_list":null,"apc_paid":null,"fwci":0.0,"has_fulltext":true,"cited_by_count":0,"citation_normalized_percentile":{"value":0.0,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":null,"biblio":{"volume":null,"issue":null,"first_page":null,"last_page":null},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T14244","display_name":"Consumer Behavior and Marketing Influence","score":0.79830002784729,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T14244","display_name":"Consumer Behavior and Marketing Influence","score":0.79830002784729,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.16609999537467957,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T11536","display_name":"Consumer Retail Behavior Studies","score":0.021800000220537186,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/online-shopping-behavior","display_name":"online shopping behavior","score":0.9829999804496765},{"id":"https://openalex.org/keywords/e-commerce","display_name":"e-commerce","score":0.9010000228881836},{"id":"https://openalex.org/keywords/social-commerce","display_name":"social commerce","score":0.9990000128746033},{"id":"https://openalex.org/keywords/personalized-experiences","display_name":"personalized experiences","score":0.5699999928474426},{"id":"https://openalex.org/keywords/convenience","display_name":"convenience","score":0.7429999709129333},{"id":"https://openalex.org/keywords/transparency","display_name":"transparency","score":0.9760000109672546},{"id":"https://openalex.org/keywords/customer-advocacy","display_name":"customer advocacy","score":0.8330000042915344},{"id":"https://openalex.org/keywords/customer-loyalty","display_name":"customer loyalty","score":0.9319999814033508},{"id":"https://openalex.org/keywords/customer-satisfaction","display_name":"customer satisfaction","score":0.7329999804496765}],"concepts":[{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.7264999747276306},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.6557999849319458},{"id":"https://openalex.org/C26011011","wikidata":"https://www.wikidata.org/wiki/Q6030243","display_name":"Influencer marketing","level":4,"score":0.5214999914169312},{"id":"https://openalex.org/C26517878","wikidata":"https://www.wikidata.org/wiki/Q228039","display_name":"Key (lock)","level":2,"score":0.44190001487731934},{"id":"https://openalex.org/C198082294","wikidata":"https://www.wikidata.org/wiki/Q3399648","display_name":"Position (finance)","level":2,"score":0.4375999867916107},{"id":"https://openalex.org/C518677369","wikidata":"https://www.wikidata.org/wiki/Q202833","display_name":"Social media","level":2,"score":0.413100004196167},{"id":"https://openalex.org/C58546491","wikidata":"https://www.wikidata.org/wiki/Q1150207","display_name":"Competitive advantage","level":2,"score":0.4106999933719635},{"id":"https://openalex.org/C93032411","wikidata":"https://www.wikidata.org/wiki/Q1363963","display_name":"Marketing strategy","level":2,"score":0.40959998965263367},{"id":"https://openalex.org/C78597825","wikidata":"https://www.wikidata.org/wiki/Q484847","display_name":"E-commerce","level":2,"score":0.40720000863075256},{"id":"https://openalex.org/C190248442","wikidata":"https://www.wikidata.org/wiki/Q839486","display_name":"Qualitative research","level":2,"score":0.39629998803138733},{"id":"https://openalex.org/C98495876","wikidata":"https://www.wikidata.org/wiki/Q1323528","display_name":"Digital marketing","level":2,"score":0.38029998540878296},{"id":"https://openalex.org/C23213687","wikidata":"https://www.wikidata.org/wiki/Q301468","display_name":"Consumer behaviour","level":2,"score":0.36570000648498535},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.3504999876022339},{"id":"https://openalex.org/C512338625","wikidata":"https://www.wikidata.org/wiki/Q624902","display_name":"Online advertising","level":3,"score":0.3416999876499176},{"id":"https://openalex.org/C2776915394","wikidata":"https://www.wikidata.org/wiki/Q5196451","display_name":"Customer engagement","level":3,"score":0.33079999685287476},{"id":"https://openalex.org/C54649085","wikidata":"https://www.wikidata.org/wiki/Q574424","display_name":"Relationship marketing","level":3,"score":0.3192000091075897},{"id":"https://openalex.org/C191511416","wikidata":"https://www.wikidata.org/wiki/Q999278","display_name":"Customer satisfaction","level":2,"score":0.30880001187324524},{"id":"https://openalex.org/C3018587665","wikidata":"https://www.wikidata.org/wiki/Q7268696","display_name":"Qualitative analysis","level":3,"score":0.30079999566078186},{"id":"https://openalex.org/C98825075","wikidata":"https://www.wikidata.org/wiki/Q485643","display_name":"Customer relationship management","level":2,"score":0.29809999465942383},{"id":"https://openalex.org/C48891531","wikidata":"https://www.wikidata.org/wiki/Q1141436","display_name":"Marketing research","level":2,"score":0.27970001101493835},{"id":"https://openalex.org/C162446236","wikidata":"https://www.wikidata.org/wiki/Q653137","display_name":"Content analysis","level":2,"score":0.2653000056743622},{"id":"https://openalex.org/C2986873142","wikidata":"https://www.wikidata.org/wiki/Q734253","display_name":"Online business","level":3,"score":0.25929999351501465},{"id":"https://openalex.org/C131158328","wikidata":"https://www.wikidata.org/wiki/Q1307337","display_name":"Social influence","level":2,"score":0.2556999921798706},{"id":"https://openalex.org/C2985250679","wikidata":"https://www.wikidata.org/wiki/Q984142","display_name":"Customer experience","level":2,"score":0.25450000166893005}],"mesh":[],"locations_count":1,"locations":[{"id":"pmh:oai:so02.tci-thaijo.org:article/264201","doi":null,"is_oa":true,"landing_page_url":"https://so02.tci-thaijo.org/index.php/journalfms-thaijo/article/view/264201","pdf_url":"https://so02.tci-thaijo.org/index.php/journalfms-thaijo/article/download/264201/177393","source":{"id":"https://openalex.org/S7407067569","display_name":"Interdisciplinary Journal of Buriram Rajabhat University","issn_l":"3057-1871","issn":["3057-1871"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"journal"},"license":"cc-by-nc-nd","license_id":"https://openalex.org/licenses/cc-by-nc-nd","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"3057-1871","raw_type":"info:eu-repo/semantics/article"}],"best_oa_location":{"id":"pmh:oai:so02.tci-thaijo.org:article/264201","doi":null,"is_oa":true,"landing_page_url":"https://so02.tci-thaijo.org/index.php/journalfms-thaijo/article/view/264201","pdf_url":"https://so02.tci-thaijo.org/index.php/journalfms-thaijo/article/download/264201/177393","source":{"id":"https://openalex.org/S7407067569","display_name":"Interdisciplinary Journal of Buriram Rajabhat University","issn_l":"3057-1871","issn":["3057-1871"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"journal"},"license":"cc-by-nc-nd","license_id":"https://openalex.org/licenses/cc-by-nc-nd","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"3057-1871","raw_type":"info:eu-repo/semantics/article"},"sustainable_development_goals":[],"study_designs":[],"awards":[],"funders":[],"has_content":{"pdf":true,"grobid_xml":true},"content_urls":{"pdf":"https://content.openalex.org/works/W7215463154.pdf","grobid_xml":"https://content.openalex.org/works/W7215463154.grobid-xml"},"referenced_works_count":0,"referenced_works":[],"related_works":["https://openalex.org/W7165801511","https://openalex.org/W4402490363","https://openalex.org/W2185083443","https://openalex.org/W7125837197","https://openalex.org/W6949725435","https://openalex.org/W4319020445","https://openalex.org/W7102397830","https://openalex.org/W3122985075","https://openalex.org/W4391736511","https://openalex.org/W7213970689"],"abstract_inverted_index":{"The":[0,63,91],"rapid":[1],"growth":[2],"of":[3,49,93,100,115,198],"electronic":[4],"commerce":[5,11],"(e-commerce),":[6],"as":[7,9,200,202],"well":[8,201],"social":[10],"(s-commerce),":[12],"has":[13],"revolutionized":[14],"the":[15,27,47,50,89,94,97,101,113,129,147,157,195],"way":[16],"consumers":[17,59],"shop,":[18],"presenting":[19],"new":[20],"opportunities":[21],"and":[22,71,83,120,125,145,174,176,189],"challenges":[23],"for":[24,36,138,151,192],"marketers.":[25],"Understanding":[26],"factors":[28],"that":[29],"influence":[30,48],"online":[31,55,108,131,148,179],"shopping":[32,56,109,149],"behavior":[33,57],"is":[34],"crucial":[35,98],"developing":[37],"effective":[38],"marketing":[39,52,103,162],"strategies.":[40],"This":[41,73],"qualitative":[42],"study":[43,95],"aims":[44],"to":[45,87,141],"investigate":[46],"4Es":[51,64,102,158],"strategy":[53,65,104],"on":[54,67],"among":[58],"in":[60,105,123,128,194],"Krabi,":[61],"Thailand.":[62],"focuses":[66],"experience,":[68],"everyplace,":[69],"exchange":[70],"evangelism.":[72],"research":[74],"adopted":[75],"interviews":[76],"with":[77,169],"12":[78],"key":[79],"informants.":[80],"Content":[81],"analysis":[82],"NVivo":[84],"were":[85],"used":[86],"analyze":[88],"data.":[90],"findings":[92],"highlight":[96],"role":[99],"influencing":[106],"consumers'":[107],"behavior.":[110],"It":[111],"emphasizes":[112],"significance":[114],"personalized":[116],"experiences,":[117],"convenience,":[118],"transparency,":[119],"customer":[121,172],"advocacy":[122],"capturing":[124],"retaining":[126],"customers":[127],"competitive":[130,187],"marketplace.":[132],"These":[133],"insights":[134],"offer":[135],"valuable":[136],"guidance":[137],"marketers":[139],"aiming":[140],"enhance":[142],"their":[143,152,161],"strategies":[144,183],"elevate":[146],"experience":[150],"target":[153],"audience.":[154],"By":[155],"integrating":[156],"elements":[159],"into":[160],"efforts,":[163],"businesses":[164,191],"can":[165,184],"forge":[166],"strong":[167],"relationships":[168],"consumers,":[170],"boost":[171],"satisfaction":[173],"loyalty,":[175],"ultimately":[177],"drive":[178],"sales.":[180],"Implementing":[181],"these":[182],"provide":[185],"a":[186],"edge":[188],"position":[190],"success":[193],"dynamic":[196],"landscape":[197],"e-commerce,":[199],"s-commerce.":[203]},"counts_by_year":[],"updated_date":"2026-10-05T09:50:58.205359","created_date":"2026-10-02T00:00:00"}
