Development of Digital Media for Coffee Blossom Tea to Increase Distribution Channels for the Product on Digital Commerce of the Coffee Plaeng Yai Agricultural Group in Nam Nao District, Phetchabun Province
Article Sidebar
Main Article Content
Abstract
The purposes of this research are 1) to develop digital media for coffee blossom tea products of the Coffee Plaeng Yai Agricultural Group in Nam Nao District, Phetchabun Province, 2) to increase distribution channels for coffee blossom tea products on digital commerce and 3) to study the satisfaction with the digital media for coffee blossom tea and the distribution channels of the products on digital commerce. The research adopted a research and development approach. The target group was the Coffee Plaeng Yai Agricultural Group of approximately 30 persons and 100 audiences of the digital media. The research tools included questionnaires and interviews. The data were analyzed using percentages, means, standard deviations and descriptions of the findings. This qualitative study results found that the benefit of Coffee Plaeng Yai Agricultural Group products was that they were derived from natural raw materials. The weaknesses included the skills in using digital media and the lack of various product distribution channels. The group needed to develop the digital media used for promoting coffee blossom tea in the forms of a video format and to increase product distribution channels through digital commerce. The digital media development presented the content displaying community participation. As for the quantitative results of the study, it was found that overall, the Coffee Plaeng Yai Agricultural Group was satisfied with the digital media used for promoting the coffee blossom tea at a high level and satisfied with the distribution channels on digital commerce at a high level. Concerning the digital media audiences satisfactions overall, these were also at a high level.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
References
Office of the National Digital Economy and Society Commission. (2019). Thailand Digital Economy and Society Development Plan. https://onde.go.th/assets/portals/1/files/DE-EN%20BOOK%20FINAL.pdf
Electronic Transactions Development Agency. (2020). The value of e-commerce survey in Thailand 2019. https://www.etda.or.th/th/Useful-Resource/publications/Value-of-e-Commerce-Survey-in-Thailand-2019.aspx
Phetchabun Provincial Agricultural Extension Office. (2020). Situation of crop production in Phetchabun Province in 2020. Retrieved on August 8, 2021 from: http://www.phetchabun.doae.go.th/province/
Palapanya, P., & Pinthukas, N. (2018). Study of green arabica coffee bean production process of PhaMee Community Enterprise in Wiang Pang Kum Sub-district, Mae Sai District, Chiang Rai Province. Journal of Agricultural Research & Extension, 36(2), 101-105.
Pinnak, P., Jinachai, T., Kesorn, S., & Makhoon, A. (2020). Antioxidants and antioxidant activity of coffee cherry peel and coffee blossom in agroforestry system of Uttaradit Province. Academic Journal of Science and Applied Science, 2020(1), 61-70.
Chen, Z.M., & Lin, Z. (2015). Tea and human health: Biomedical functions of tea active components and current issues. Journal of Zhejiang University-Science B, 16(2), 87-102.
Ngawang Gamtso Hardy. (2024). The Rise of E-commerce in Thailand. Retrieved on October 8, 2024 from: https://thaiindia.net/information/in-focus/item/5129-the-rise-of-e-commerce-in-thailand.html
Contentshifu. (2023). Inbound Marketing. Retrieved on August 6, 2023 from https://contentshifu.com/pillar/inbound-marketing#Inbound_Marketing
Ministry of Agriculture and Cooperatives. (2017). Twenty-year agricultural and cooperative strategy and agricultural development plan during the 12th National Economic and Social Development Plan. Retrieved on August 6, 2021 from: https://www.oae.go.th/assets/portals/1/files/bapp/strategicplan_20year.pdf
Positioning. (2020). Delving into the direction of E-Commerce in 2020, which from now on will become 'leveraging' of social media and e-marketplace. https://positioningmag.com/1282872.
Delfanti, A., & Arvidsson, A. (2019). Introduction to digital media. John Wiley & Sons.
Kerdvibulvech, C. (2017). New digital media..media For the future. National Institute of Development Administration.
Bansomdejchaopraya Rajabhat University Faculty of Science and Technology. (2022). Digital media technology in everyday life. https://anyflip.com/ceefz/suzh/basic
Deelertpaiboon, S., Mamuangbon, J., Tangkulpithaporn, S., Kunkunadet, K., Thanakornpornsawat, A., Vannavijit, J., & Oumtanee, A. (2023). Digital literacy development of professional nurses. Vajira Nursing Journal, 25(1), 70-79.
Sugito. (2024). Implementation of digital marketing strategy in increasing company competitiveness. Ilomata International Journal of Management, 5(1), 178-190.
Thomas, J.O., & Earl, S.W. (1995). Why satisfied customer defect. Harvard Business Review, 73(6), 88-89.
Kolter, Phillip. (2000). Marketing management. Prentice Hall, Inc.
Unaromlert, T. (2006). Educational measurement and evaluation. Faculty of Education, Silpakorn University.
Cronbach, L. J. (1970). Essentials of psychological Test (3th ed.). Harper Collins.
Likert, R. (1961). New pattern of management. McGraw – Hill.
Areerob, A. (2024). Digital media development to promote occupation and income for people with disabilities of the local government Organization ,Nakhon Pathom Province. Rajapark Journal, 18(59), 237-249.
Rakisarakul, T., Pijukkana, K., & Pigunthong, P. (2024). Development of digital media on social networks for public relations and promotion of sales of OTOP Nawatwithi Community Tourism Products, Bang Sao Thong Subdistrict, Bang Sao Thong District, Samut Prakan. Journal of Mass Communication Technology, 9(1), 17-38.
Jabjone, S., & Lowanitchai, S. (2019). Development of information technology potential to enhance marketing opportunities of OTOP entrepreneurs in Nakhon Ratchasima. Journal of Research and Development Buriram Rajabhat University, 14(1), 39-50.
Budseeta, P. (2021). The development of distribution channels using digital marketing to enhance the competitiveness of community enterprise products of Tha Khun Ram, Mueng Kamphaeng Phet District. Journal of Marketing and Management, 8(2), 48-59.
Rodplang, P. (2021). Developing online marketing channels of Ngob products, basketry products of the group of Ngobthai-Laongeaw, Thong-en, Inburi District, Singburi Province.Journal of Social Sciences and Buddhistic Anthropology, 6(3), 35-45.
Srikalsin, T., & Phaomanacharoen, C. (2021). The development of digital media for marketing public relations in community business enterprise: A case study of Hin Tang - Ban Dong Community, Muang District, Nakhon Nayok Province. The Journal of Social Communication Innovation, 9(1), 10-21.
Sooksai, T. (2023). Satisfaction toward distribution channels of organic vegetables through social media on Facebook Fan pages: A case study of ABC organic farms. Journal of Community Development and Life Quality, 11(2), 135-142.
Klomtooksing, W., & Dhammanungune, S. (2022). Online business platform : A new career emerging in the digital age. Journal of Roi Kaensarn Academi, 7(2), 379-387.
Sawang, K. (2023). The study of advertising in Tik Tok application affecting on buying impulse of users in Udon Thani Province. NEU Academic and Research Journal, 13(3), 28-43.
Saiseesod, S., Sanpim, P., Phimson, S., Natunjai, T., & Asanam, W. (2023). Students’ online shopping behavior through the TikTok application in Udon Thani Municipality. Rom Yoong Thong Journal, 1(3), 15-26.