|
DSpace at Bangkok University >
Graduate School >
Master Degree >
Independent Studies - Master >
Please use this identifier to cite or link to this item:
http://dspace.bu.ac.th/jspui/handle/123456789/5463
|
| Title: | The Impact of Marketing Mixes (4PS), Technology acceptance, and Lisfstyle Factors towards Puchase Intention of Spotify Premium |
| Authors: | Rattanan Jirayuwattana |
| Keywords: | Marketing Mixes
Technology Acceptance
Lifestyle
Purchase Intention |
| Issue Date: | 3-Jan-2023 |
| Publisher: | Bangkok University |
| Abstract: | The purpose of this research study was to investigate the impact of Marketing
Mixes (4Ps), Technology acceptance, and Lifestyle Factor towards Purchase Intention
of Spotify Premium.
The sample scope was 400 users of the Spotify music
application who live in Bangkok by using convenience sampling method. To analysis
of the data, frequency, percentage, mean, standard deviation and multiple linear
regression were used.
The results of the study showed that three of the hypotheses factors of
Marketing Mixes (4Ps), Technology acceptance, and Lifestyle Factor impact towards
Purchase Intention of Spotify Premium at the statistical significant level of 0.05. |
| Description: | Independent Study (M.B.A)--Graduated School, Bangkok University, 2021 |
| Advisor(s): | Chutimavadee Thongjeen |
| URI: | http://dspace.bu.ac.th/jspui/handle/123456789/5463 |
| Appears in Collections: | Independent Studies - Master
Independent Studies
|
Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.
|
