Factors Affecting User Behavior to E-commerce Processed Food Products of Community Enterprise Groups
DOI:
https://doi.org/10.14456/rcmrj.2021.245933Keywords:
User behavior, E-commerce, Food products, Processed food, Community enterprise groupsAbstract
The purposes of the present research were to study factors affecting the behavior of users of e-commerce processed food products of community enterprise groups. The samples were internet service users in Prachuap Khiri Khan Province. The sample size was determined using the cochran formula with a 95% confidence amount 450 people. The tools used were e-commerce websites, processed food products of community enterprise groups and questionnaires. Data were analyzed using basic statistics are frequency distribution, percentage, mean and standard deviation.
The results showed that behavior of users of e-commerce processed food products of Community enterprise groups consist of 1) demographic factors. In terms of gender, age, status, education, occupation and income. 2) on the satisfaction level, it was found that the overall picture was at the highest level. average value is 4.61 and standard deviation is 0.10 3) regarding the behavior of purchasing products via website, it is found that most users have knowledge about buying products via website at a moderate level at 46.20% and 4) marketing mix (6Ps) found that users value every aspect is at the highest level, average value is 4.60 and standard deviation is 0.17.The study results shown differences such as demography side and other factors. Therefore, the design and development of e-commerce products of community enterprise groups should consider the factors that affect user behavior such as personal basic information, the user-centered design, arranging promotions etc. To support the achievement on goals of e-commerce website development for community enterprise products and continue to expand to other products categories of community enterprise groups further.
References
Chaithirasakun, J. & KuliSorn, N. (2013). Factors Affecting Using Behavior for E-commerce of Internet Users. Srinakharinwirot Business Journal (SBJ), 4(1), 18-34. http://ejournals.swu.ac.th/index.php/MBASBJ/article/view/3781/3771 (In Thai)
Cochran, W.G. (1977). Sampling Techniques. (3rded.). New York : John Wiley and Sons Inc.
Good, C. V. (1973). Dictionary of Education. (3rded.). New York: McGraw - Hill book Go.
Kiadrasamee, j. (2015). Factor Affecting the Decision Making on Purchasing Products from the Online Application in Bangkok Metropolitan Region. (Master thesis, Thammasat University, Bangkok). (In Thai)
Kotlarski, H. (2019). A Model–Theoretic Approach to Proof Theory. Retrieved from https://doi.org/10.1007/978-3-030-28921-8
Kotler, P., & Keller, K. L. (2009). Marketing Management. (13rded.). New Delhi: Prentice Hall of India.
Kotler, P. & Keller, K.L. (2012). Marketing Management. (14thed.). London: Pearson Education.
Kwarteng, M. A. , & Pilik, M. (2016). Exploring Consumers Propensity for Online Shopping in a Developing Country: A Demographic Perspective. International Journal of Entrepreneurial Knowledge, 4(1), 90-103. DOI:10.1515/ijek-2016-0007
Ngamwong, R., Kirdtongkum, K., & Inthasang, C. (2014). Feasibility Study on Using Electronic Commerce System for One Tumbon One Product (OTOP) in Muang District, NakhonRatchasima Province. (Research report). NakhonRatchasima: Rajamangala University of Technology ISAN. (In Thai)
Office of the National Statistical. (2017). Prachuap Khiri Khan Provincial Statistical Report 2017. Prachuapkhirikhan: Chaowanapreecha Printing. (In Thai)
Padmavathi, D. & Priyanka, V. (2016). Role of Demographics in Online Shopping Behaviour-an Empirical Study. Paripex-Indian Journal of Research, 5(8), 140-142.
Pogorelovaa, E. V., Yakhneevaa, I. V., Agafonovaa, A. N., & Prokubovskaya, A. O. (2016). Marketing Mix for E-commerce. International Journal Of Environmental Science Education, 11(14), 6744-6759.
Schiffman, L. G., & Wisenblit, J. L. (2015). Consumer Behavior (11thed.). British Library Cataloguing-in-Publication Data.
Shahidi, F., & Shi, J. (2019). Welcome to the Food Production, Processing and Nutrition journal. Food Production, Processing and Nutrition journal, 1(1), 1-2. https://doi.org/10.1186/s43014-019-0004-5
Siansalai, S., & Poovarawan, Y. (2011). Advanced Management Information Collection for Information Organization in Advanced Management of Information Organizations. Nonthaburi: Sukhothai Thammathirat Open University. (In Thai)
Srisa-ard, B. (2002). Preliminary research. (7thed.) . Bankok: Suwiriyasarn Publishing. (In Thai)
Vroom, H. V. (1990). Manage People Not Personnel: Motivation and Performance Appraisal. Boston: Harvard Business School Press.
Downloads
Published
How to Cite
Issue
Section
License
1. Articles, information, content, images, etc published in the “Community and Social Development Journal” are copyrighted by the Community and Social Development Journal, Chiang Mai Rajabhat University. In order to properly distribute the articles through print and electronic media, the authors still hold the copyright for the published articles under the Creative Commons Attribution (CC BY) license, which allows the re-distribution of the articles in other sources. References must be made to the articles in the journal. The authors are responsible for requesting permission to reproduce copyrighted content from other sources.
2. The content of the articles appearing in the journal is the direct responsibility of the article authors. The editorial board of the journal does not necessarily agree with or share any responsibility.
