Main Article Content
The purposes of this study were: 1) to develop online marketing channels on social networking tools (Facebook) for community enterprises, using the case study of Namuensri community enterprise group, Na Yong district, Trang province, 2) to study the factors affecting the purchase of goods through online social networks of the Namuensri Textile Community Enterprise using Delone and McLean information systems success model, and 3) to study the behavior and opinions of buyers towards the use of online marketing channels on Facebook that affects the net benefits arising from the use of online social networks (Facebook). The sample of 200 cases were drawn from the members of the fan page. The instrument was an online store on Facebook and an online questionnaire Including in-depth information on the fanpage Facebook
Data were analyzed using statistical tools to find frequency distribution, percentage, mean, standard deviation and Pearson's correlation. The findings are as following: 1) The Facebook shop should consist of the management of Facebook system components, such as page name, username, address, map, working time, email, template, advertisement, review, and target group identification. 2) Regarding the factors that affect the purchase of products via Facebook Fan Page, buyers gave priority to the quality of the information system at a high level, in both the overall and each aspect. Those factors are service quality, distribution, system quality, product, price, and sales promotion. All Five factors positively affected the group’s satisfaction with Facebook store, and the satisfaction positively affected the organization’s benefits causing customers to buy more both in quantity and the speed of purchase.3) The net benefit from using online stores on Facebook made the number of customers increase. Data collection of users from January to May, 2019 revealed that the number of fan page members of Namuensri Weaving Community Enterprise increased steadily and highest in February, with an increase rate of 11.78 percent, and the high return on investment of 549.73 percent.
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
The manuscript submitted for publication must be the original version, submitted only to this particular journal with no prior acceptance for publication elsewhere in other academic journals. The manuscript must also not violate the copyright issue by means of plagiarism.
Chamlertwat, V., & Suttisonkit, S. (2011). iMarketing 10.0. Bangkok: Provision
Chiu, C., Hsu, M., Lai, H., & Chang, C. (2012). Re-examining the influence of trust on online repeat purchase intention: The moderating role of habit and its antecedents. Decision Support Systems, 53(4), 835-845.
Dahnil, M. I., Marzuki, K. M., Langgat, J., & Fabeil, N. F. (2014). Factors influencing SMEs adoption of social media marketing. Procedia–Social and Behavioral Sciences, 148, 119–126.
DeLone, W. H., & McLean, E. R. (2003). The DeLone and McLean model of information systems success: A ten-year update. Journal of Management Information Systems, 19(4), 9-30.
Demissie, D., & Rorissa, A. (2015). The effect of information quality and satisfaction on a parent’s behavioral intention to use a learning community management system. Libri: International Journal of Libraries & Information Services, 65(2), 143-150.
Dong, T. P., Cheng, N. C., & Wu, Y.C. J. (2014). A study of the social networking website service in digital content industries: The Facebook case in Taiwan. Computers in Human Behavior, 30, 708-714.
Duffett, R. G. (2017). Influence of social media marketing communications on young consumers’ attitudes. Young Consumers, 18(1), 19-39.
Eid, M. (2011). Determinants of e-commerce customer satisfaction, trust, and loyalty in Saudi Arabia. Journal of Electronic Commerce Research, 12(1), 78-93
Electronic Transactions Development Agency (Public Organization). (2015). Rāingān phonlakā rasamrūat phrưttikam phūchai ʻinthœ̄net nai prathēt Thai pī 2558 [Report of the survey of internet user behavior in Thailand in 2015]. Retrieved February 22, 2016, from https://www.etda.or.th/documents-for-download.html
Goh, K.-Y., & Ping, J. W. (2014). Engaging consumers with advergames: An experimental evaluation of interactivity, fit and expectancy. Journal of the Association for Information Systems, 15(7), 388-421.
Khankaew, C. (2019). Konlayut kāntalāt dičhithan læ phonlakā rō̜dam nœ̄n ngān thāngkān talāt lakthān chœ̄ng pračhak čhāk thurakit bō̜rikān nai prathēt Thai [Digital marketing strategy and marketing performance evidence from service businesses in Thailand]. Chulalongkorn Business Review, 41(159), 1-32.
Kiatsarapipop, A. (2015). Sētthakit dičhithan: Nayōbāi khapkhlư̄an sētthakit mai [ʻēkkasān wichākān ʻilekthrō̜nik] [Digital economy: Policy to drive new economy (Electronic document)]. Bangkok: Academic Focus, The Secretariat of the House of Representatives.
Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65, 1480–1486.
Kotler, P., Armstrong, G., Saunders, J., & Wong, V. (1999). Principles of marketing (2nd ed.). London: Prentice-Hall.
Kotler, P., & Keller, K. L. (2012). Marketing management (14th ed.). United States: Prentice Hall.
Lin, H. F., & Tzeng, G. H. (2014). Contextual factors affecting knowledge management diffusion in SMEs. Industrial Management & Data Systems, 114(9), 1415-1437.
Linda, S. L. A. I. (2010). Social commerce – e-commerce in social media context. World Academy of Science, Engineering and Technology, 72, 39–44.
Luarn, P., Chen, I. J., & Lo, K. Y. (2006). An exploratory study of the critical success factors of one-to-one web-marketing: User perspectives. Journal of Internet Commerce, 5(3), 147-178.
Manager Online. (2014). Klum phāthō̜ʻanā mư̄n sī Čhangwat trang Dœ̄nnā sū mǣ čhœ̄ wikrit yō̜t khāi tok wūp [The Na Muang Si group of Trang province continues to fight even when the sales crisis falls]. Retrieved February 28, 2016, from https://mgronline.com/south/detail/9570000077313
McCann, M., & Barlow, A. (2015). Use and measurement of social media for SMEs. Journal of Small Business and Enterprise Development, 22(2), 273-287.
McGrath, F. (2016). Mobile & social: The future of e-commerce. Retrieved February 26, 2016, from http://wearesocial.com/blog/2016/02/mobile-social-the-future-of-e-commerce
Nithiauthai, T. (2012). Kānsāng brǣn dūai Facebook [Branding with Facebook]. Bangkok: INSPAL Co., Ltd.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing, 49(3), 41-50.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L., (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12-40.
Pongwittayapanu, P. (2008). Kāntalāt bǣp ʻilekthrō̜nik [Electronic marketing]. Retrieved February 22, 2016, from http://www.pawoot.com/node/226/
Sahney, S. (2008). Critical success factors in online retail – An application of quality function deployment and interpretive structural modeling. International Journal of Business and Information, 3, 144-163.
Sanghyun K., & Hyunsun, P. (2012). Effects of various characteristics of social commerce (s-commerce) on consumers’ trust and trust performance. International Journal of Information Management, 33(2012), 318– 332.
Tanaisri, A. (2012). Wisāhakit chumchon [Community enterprise]. Retrieved February 28, 2016, from http://ophbgo.blogspot.com.
Tasttong, C. (2014). Pœ̄t rān ʻō̜nlai Facebook (Phim khrang thī 5) [Open online shop of Facebook (5th ed.)]. Nonthaburi: IDC Premier.
Thaipradit, K. (2016). Khrư̄akhāi sangkhom khākhāi ʻō̜nlai: Khunnalaksana khō̜ng khwām tāng thī pentūa lư̄ak rawāng fētbuk lai læ ʻin satākrǣm [Social commerce: The comparative selective different characteristics among Facebook, LINE, and Instagram]. Executive Journal, 36(2), 24-38.
Wang, E. H. H., & Chen C. Y., C. (2011). System quality, user satisfaction, and perceived net benefits of mobile broadband services. In International Telecommunications Society (ITS) Asia-Pacific Regional Conference, (8Ed.) Convergence in the Digital Age (pp.1-10). Taipei: International Telecommunications Society (ITS).
Wang, Y.-S., & Liao, Y.-W. (2008). Assessing e-government systems success: A validation of the DeLone and McLean model of information system success. Government Information Quarterly, 25(2), 717-733.
Wiriyarungsarit, T. (2014). Chīwit bot sētthakit yuk dičhitō̜n [Life in the digital economy]. e-Commerce by Digital Age, 16(192), 82-85.
Yamane, T. (1973). Statistics: An introductory analysis (3rd ed.). New York: Harper and Row Publication.
Yimprasert, U. (2013). S - Commerce: ʻAnākhot khō̜ng phānit ʻilekthrō̜nik bon khrư̄akhāi sangkhom
ʻō̜nlai [S-Commerce: Future e-commerce on social networking]. Panyapiwat Journal, 5(1), 147-158.