Decision–making process for purchasing organic vegetable products through electronic commerce systems and multi–channel marketing
Article Sidebar
Main Article Content
Abstract
This research aims to: 1) study the decision-making process to purchase organic vegetable products through electronic commerce systems and multi–channel marketing; and 2) compare the decision–making processes for purchasing organic vegetable products through electronic commerce and multi–channel marketing when classified by personal factors and consumer behavior. The researcher collected data from 750 customers who have purchased organic vegetable products through electronic commerce derived by convenient sampling. Additionally, the statistics used for data analysis consisted of percentage, independent t–test, one–way ANOVA, confirmatory factor analysis, and path analysis using structural equation model (SEM). The results found that: (1) the behavior after deciding to purchase organic vegetables products through multi–channel marketing caused by the combined influence of purchasing decision (TE = 0.95), alternative evaluation (TE = 0.94), searching for information (TE = 0.85), and recognizing the needs of the problem (TE = 0.82) respectively with 91% of predictive value (2) the decision to purchase organic vegetable products through electronic commerce and multi-channel marketing classified by consuming behavior of the respondents, was different in factors such as status, education, income, occupation, media channels, and purchase time with statistical significance at the .01 level, while age showed statistically significant difference at the .05 level.
Article Details
References
Office of Agricultural Economics. Agriculture ready measures to drive confident to help maintain income levels of farmers’ households. https://www.oae.go.th/view/1/news details (accessed 9 September 2020).
Institute of Nutrition, Mahidol University. Vegetable consumption. http://www.inmu.mahidol.ac.th/th/ (accessed 9 September2020).
Office of Agricultural Economics. Growing vegetables in safe from toxins. http://www.oae.go.th (accessed 10 September 2020).
Sentangsedteeonline. Revealing the latest market value of Thai organic products by 3 billion baht. https://www.sentangsedtee.com/todaynews/article 120485.
E. Fornari, D. Fornari, S. Grandi, M. Menegatti, C. Hofacker, Adding store to web: migration and synergy effects in multi–channel retailing, International Journal of Retail and Distribution Management, 44 (6) (2016) 658–674.https://doi.org/10.1108/IJRDM-07-2015-0103
L.D. Duffy, Multi–channel marketing in the retail environment. Journal of Consumer Marketing 21 (5) (2004) 356–359. https://doi.org/10.1108/07363760410549177
H.A. Li, P.K. Kannan, Attributing Conversions in a Multichannel Online Marketing Environment: An Empirical Model and a Field Experiment. Journal of Marketing Research 15 (1) (2014) 40–56. https://doi.org/10.1509/jmr.13.0050.
Y. Pitayavatanachai, Multichannel Marketing: The Direction of Successful Business In the Digital Era. Burapha Journal of Business Management, Burapha University. 1 (1) (2012) 33–48
C. Samerjai. Consumer Behavior. Bangkok: SE–EDUCATION, 2007.
P. Kotler, Marketing Management. 11th ed. New Jersey: Prentice Hall Inc, 2003.
A. Close. Online Consumer Behavior: Theory and Research in social media, Advertising, by Taylor and Francis Group, LLC. In USA, 2012.
A.R. Kerin, W.S. Hartley ,W. Rudelius, Marketing the Core. 2nd ed. U.S.A.: Prentice–Hall, 2007.
B. Rosenbloom, Marketing Channels: A Management View. 8th ed. U.S.A.: The Drydren Press, 2004.
J.R. Baran, J.R. Galka and P.D. Struk, Principles of Customer Relationship Management. U.S.A.: Thomson South–Western, 2008.
A.R. Gerrit and G.H. Bruggen, Opportunities and challenges in multichannel marketing: An introduction to the special issue. Journal of Interactive Marketing 19 (2) (2005)
R.R. Dholakia, M. Zhao, N. Dholakia, Multichannel retailing: A case study of early experiences. Journal of Interactive Marketing 19 (2) (2005) 63–74.
B. Berman, S. Thelen, A guide to developing and managing a well–integrated multi–channel retail strategy. International Journal of Retail and Distribution Management 32 (3) (2004) 147–156. https://doi.org/10.1108/09590550410524939
J.F. Hair, W.C. Black, B.J. Babin and R.E. Anderson, Multivariate Data Analysis. 7th ed. Pearson, New York, 2010.
J.F. Hair, W.C. Black, B.J. Babin, R.E. Anderson, R.T. Tatham, Multivariate data analysis Vol. 6 Upper Saddle River, NJ: Pearson Prentice Hall, 2006
R.B. Kline. Principles and practice of structural equation modeling 2nd ed. New York: Guilford Press, 2005.
R. Malaikaew, Marketing Strategies and Operations of Wholesalers that Affect Success in Managing Fruit and Vegetable Market in Western Thailand. Journal of Management Science Nakhon Pathom Rajabhat University 5 (2) (2019) 243–255. https://doi.org/10.14456/jmsnpru.2018.35.
P. Tepwong, Perception and Consumption Behavior on Pesticide free Vegetable of Municipal School Teachers in Khon Kaen Municipality, Khon Kaen Province.MBA–KKU journal 6 (1) (2013) 41–52.
P.Chingrang and W. Sapsanguanboon, Factors influencing on vegetable buying decisions from traditional retailers in Bangbon District, Bangkok. RMUTL Journal of Business Administration and Liberal Arts 7 (1) (2019) 39–47. https://so05.tcithaijo.org/index.php/balajhss/article/view/217695.
N. Chanamai . Marketing Strategies for Online to Offline to On Ground Marketing of Digital Television in Thailand. Journal of Communication Arts of STOU 10 (1) (2020) 1–12.
M.Sujittavanich and Y. Buawech, Media Literacy Advantages and Applications A Case Study of Nakhonpathom Rajabhat University. Journal of Management Science Nakhon Pathom Rajabhat University 7 (2) (2020) 216–229. https://doi.org/10.14456/jmsnpru.2020.41