Factors Effecting the Adoption of Online Marketing Channel for Selling Products of Community Enterprise Members Chiang Mai Province
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Abstract
This study was conducted to investigate 1) socio-economic attributes of community enterprise members in Chiang Mai province 2) a level of adoption of online marketing channel for selling products of the community enterprise members 3) factors affecting the adoption of online marketing channel for selling products of the community enterprise members; and 4) problems encountered and suggestions about the adoption. The sample group consisted of 189 community enterprise members in Chiang Mai province who had attended a training online marketing for selling products. A set of questionnaires was used for data collection and analyzed by using descriptive statistics, inferential statistics and multiple regression.
Results of the study revealed that more than one-half of the respondents were male, 52 years old on average, married, and lower secondary school graduates. Most of the respondents were Mainly engaged in agriculture with an average annual income of 298,911.11 baht. Also, they earned an income from being communing enterprise members for 13,566.13 baht per year on average. Besides, they received dividend as community enterprise members for 593.91 baht per year on average. However, they had debts for 202,060.84 baht on average. Although most of them had their own capital. The respondents had been community enterprise members for 5.49 years on average and they have an average of 2 products. They perceived news or information about online marketing channel three times per year on average. The respondents attended training on educational trip 0.5 time per year and contacted of hen community enterprise members once a year on average. The respondents contacted government sector official once year. The respondents had a high level of the adoption of online marketing channels for product selling. Based on into details, the following were found at a high level: benefit perception (=3.90), interest in new technology (
=3.84), intention to use (
=3.78), actual use (
=3.69), and ease of use (
=3.67), respectively. Regarding factors affecting the adoption of online marketing channel for selling products of the respondents, gender (p = 0.013) and income from being community enterprise members (p = 0.041) were positive with a statistical significance level. However, age (p<0.001) and capital source (p<0.001) and time span of membership (p = 0.008) were found to be negative with a statistically significant level. The following were problems encountered: Members lack participation in operating within the community enterprise group, creating an online marketing channel is complex and difficult, lack of funds to create and develop online marketing channels, there are limitations on equipment and network signals, the distribution of the transportation system still does not cover all areas. The following were suggestion: promote mutual awareness, create a standardized platform to advertise products directly, provide credit sources for members to have working capital, support systematic planning of transportation processes.
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