Abstract

This study aims to examine affiliate marketing strategies in online businesses and explore the relationship between affiliate marketing strategies, decision-making processes, and online purchasing behavior among Walailak University students. The sample consisted of 400 undergraduate students enrolled in the academic year 2024, selected from a total population of 13,055 students using proportional stratified sampling based on academic faculties. The data were collected through an online questionnaire. Descriptive statistics, including frequency, percentage, mean, and standard deviation, were used for analysis, along with inferential statistical methods such as t-tests, one-way ANOVA, Pearson's correlation coefficient analysis, and chi-square tests. The findings revealed that: (1) differences in demographic factors influenced students' perceptions of affiliate marketing strategies, (2) perceptions of affiliate marketing strategies were associated with students' online purchasing decision-making processes, and (3) purchasing decision-making processes were linked to online purchasing behavior. Based on these findings, it is recommended that business operators emphasize the presentation of relevant product information to enhance customer engagement, encourage clicks on affiliate links, and drive product exploration.