THE DEVELOPMENT OF ONLINE MARKETING COMMUNICATION FOR LEARNING SPACE MANAGEMENT MODEL TO SMART FARMERS
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Abstract
The objectives of this research are (1) to study the basic information of farmers in developing an online marketing communication learning space management model to upgrade the level of smart farmers and (2) to develop and evaluate the results of using the model to upgrade the level of smart farmers. This is a research and development study. The researcher conducted in-depth interviews of 20 key research informants, and conducted a survey of the online marketing communication acceptance of 200 farmers. After that, the model was experimented with an experimental group of 60 farmers. The data analysis was carried out using the mean, standard deviation, multiple regression, t-test, and content analysis.
The results of the research are as follows: (1) Farmers growing heavy varieties of rice are increasingly selling via online platforms. However, they encounter difficulties in the aspects of workers, knowledge, budget, equipment, and environment. Some problems can be solved by training farmers to equip them with knowledge of using online platforms. The research also has
found that perceived usefulness and ease of use affect attitudes toward using online marketing communications, which has statistical significance at the .01 level. (2) The model consists of curriculum organization, learning space management, teachers, and learners. The model was approved by experts and was experimented with an experimental group. (3) The results of the experiment show that the post-learning mean score of the experimental group is significantly higher than their pre-learning mean score at the .05 level of statistical significance, and the overall satisfaction of the farmers in the experimental group with the model is at the high level (Mean = 4.37, S.D. = 0.67).
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