The Online Marketing Communication Model of Organic Agricultural Products for Community Enterprises
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Abstract
Selling products online is popular nowadays, but most agricultural community enterprises rarely sell products online. Therefore, it is necessary to study the causes and develop an online marketing communication model through research and development. The objectives are to: (1) study basic information for the development of an online marketing communication model of organic agricultural products for community enterprises by conducting in-depth interviews with 20 key informants and surveying the trust of 343 consumers, (2) develop an online marketing communication model of organic agricultural products for community enterprises, and (3) experiment with and improve the online marketing communication model of organic agricultural products for community enterprises. The basic data study found that some community enterprises lack knowledge of online marketing communications. Consumers attach great importance to online marketing communication factors (mean = 4.20, SD = 0.70). The results of simple linear regression analysis found that the content factor (𝛃 = 0.53, t =4.70, p-value =.00) and the communication channel factor (𝛃 0.3, t = 3.87, p-value =.00) have a statistically significant effect on consumers' trust in online marketing communication at .05. The data were then used to develop the online marketing communication model of organic agricultural products for community enterprises, which consists of (1) farmers who have knowledge of online marketing communications, have content creation skills, produce products that meet organic standards, are honest, and form groups to sell online; (2) content related to products and consumers, which should be useful, relevant to consumers' interests, on point, trustworthy, attractive with storytelling and regularly updated content; (3) online communication channels, which are easy to use, convenient, fast, and low-cost; (4) the electronic commerce process that is complete in every step; (5) consumers who are aware and knowledgeable about food safety, organic agricultural standards; and (6) feedback. The model was evaluated by experts as appropriate and practical. The experimental group was satisfied with the model.
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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
King Mongkut's Agricultural Journal
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