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Decision–making process for purchasing organic vegetable products through electronic commerce systems andmulti–channel marketing |
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| รหัสดีโอไอ | |
| Creator | Wisit Rittiboonchai |
| Title | Decision–making process for purchasing organic vegetable products through electronic commerce systems andmulti–channel marketing |
| Publisher | Phetchaburi Rajabhat University |
| Publication Year | 2564 |
| Journal Title | Interdisciplinary Research Review (IRR) |
| Journal Vol. | 16 |
| Journal No. | 5 |
| Page no. | 20-26 |
| Keyword | Decision–making process, organic vegetables, electronic commerce systems, multi–channel marketing |
| URL Website | https://ph02.tci-thaijo.org/index.php/jtir |
| Website title | Interdisciplinary Research Review (IRR) |
| ISSN | 2697-536X |
| 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 veg- etable 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 elec-tronic 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 mar-keting caused by the combined influence of purchasing decision (TE=0.95), alternative evaluation (TE=0.94), searching for nformation (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. |
