Consumer Decision Making on Online Purchase of Agricultural Product

Abstract

The objectives of this research were to study 1) basic personal information, 2) online purchasing of agricultural products, 3) opinions on online purchase of agricultural product, 4) decision making on online purchase of agricultural product, and 5) the relationship between basic personal information and opinions on online purchase of agricultural product of consumers and decision making on online purchase of agricultural product. Data were collected from 400 consumers by using a questionnaire. The statistical analysis was carried out by frequency, percentage, mean, maximum, and minimum. The hypothesis was tested by using the Chi-square, Pearson’s correlation coefficient, and Spearman’s rank correlation coefficient. The results revealed that most consumers were female, had an average age of 31.71 years old, graduated with a bachelor’s degree, were private employees, and had an average income of 25,788.56 THB/month. The consumers mostly purchased the processed fruit. The reason for online purchase was its convenience. They bought the agricultural products via Facebook infrequently with an average expense of 673.35 THB/time and paid through mobile banking. The consumers moderately agreed to online purchase of agricultural products (mean 2.28). There were 5 steps for consumers to make the decision on online purchase of agricultural products. The consumers did often in the step of problem recognition (mean 1.94), information search (mean 2.28), evaluation of alternatives (mean 2.15), purchase decision (mean 2.23), and post-purchase behavior (mean 2.00). Gender related to post-purchase behavior step. Age related to the problem recognition step. Education level related to the evaluation of alternatives step. The opinions on online purchase of agricultural product related to consumer decision making on online purchase of agricultural product in 5 steps as follows: problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior.