Online Marketing Needs of Community Enterprises in Phra Nakhon Si Ayutthaya
Keywords:
Community Enterprises, Needs, Online MarketplaceAbstract
This study was conducted with the following objectives: (1) The charac Problems and Obstacles in Using Online Marketing teristics of community enterprises, (2) The management of community enterprises, (3) Problems and Obstacles in Using Online Marketing (4) The knowledge of community enterprises regarding online marketing,
(5) Online Marketing Needs of Community Enterprises, and (6) The factors related to the needs for online markets. The samples consisted of 195 community enterprises in Phra Nakhon Si Ayutthaya Province. Data were collected using a questionnaire. The statistical methods used for data analysis included frequency, percentage, mean, minimum, maximum, standard deviation, and hypothesis testing using the Chi-square test.
The research results revealed that most community enterprises in Phra Nakhon Si Ayutthaya Province were product-based groups that had been operating for 1–3 years. According to the 2024 Community Enterprise Potential Assessment, most enterprises were rated at a “good” level. The total number of members in each community enterprise ranged between 7 and 8 people. Overall, the management practices of community enterprises were found to be at a moderate level (mean = 2.69), while opinions regarding problems and obstacles were at a high level (mean = 3.99). The overall level of knowledge was high level (mean = 0.80), and the overall needs for online market utilization was high level (mean = 4.07). The hypothesis testing indicated that the type of business operation and the duration of establishment of community enterprises were significantly related to the overall need for online market utilization at the 0.05 level of statistical significance. Furthermore, expectations toward online marketing, and management practices were significantly related to the overall demand for online market utilization at the 0.01 level of statistical significance.
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