The Application of Electronic Marketing Systems to Promote Distribution Channels for Community Products in Ban Hin Kho, Tak Tok Subdistrict, Ban Tak District, Tak Province

Abstract

The Ban Hin Kow community, situated in Tak Tok Sub-district, Ban Tak district, Tak province, engages in agricultural products. However, it was found that the community lacks adequate knowledge and expertise in modern marketing, which has resulted in limited income generation. Consequently, the community has recognized the importance of adopting contemporary marketing approaches and has expressed the need to develop an electronic marketing system. This quantitative research aimed 1) to investigate appropriate guidelines for the development of an electronic marketing system, 2) to develop an electronic marketing system suitable for the community’s products, and 3) to evaluate user satisfaction with the implemented system. The research commenced with data collection on community products, followed by analysis, design, and development of an appropriate electronic marketing channel. A satisfaction assessment instrument was constructed to evaluate user experiences in utilizing the developed system. The sample group consisted of 30 participants, comprising 20 community members and 10 general consumers, selected through purposive sampling. These participants served as actual users of the electronic marketing system during the trial phase. The results indicated that participants demonstrated the ability to effectively utilize social networking platforms for communication, preferred using websites for product purchasing, and expressed confidence in the quality and reliability of products and services offered through online platforms. The developed electronic marketing system was deemed appropriate for the Ban Hin Kow community. The overall satisfaction level among the 30 participants was rated at a very high level (mean = 4.52).