BEHAVIORAL INTENTION MODEL TO PURCHASE ORGANIC VEGETABLES THROUGH ELECTRONIC COMMERCE SYSTEMS AND MULTI-CHANNEL MARKETING
Keywords:Organic Vegetables, Electronic Commerce Systems, Purchase Intent, Multi-Channel Marketing
The research aims to study the behavioral intention model to purchase organic vegetables through electronic commerce systems and multi-channel marketing. A validated online questionnaire and convenient random sampling method were used to collect data from organic vegetable consumers purchasing through electronic commerce systems and multi-channel marketing in Bangkok and its vicinity with a sample population of 750 people. The statistics used to analyze the data include percentage, mean, standard deviation, confirmatory factor analysis, and path analysis through structural equation analysis.
The results of this research indicated that the behavior of intention to purchase organic vegetables through multi-channel marketing had been influenced by perceived ease of use (TE = 0.99), attitude (TE = 0.65), and perceived usefulness (TE = 0.24), respectively, with 95 percent of predictive value.
The attitude towards accepting technology in purchasing organic vegetables through multi-channel marketing was influenced by the perceived ease of use (TE = 0.94) and perceived benefits (TE = 0.11), respectively, with the predictive value at 89 percent.
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