THE INFLUENCE OF ELECTRONIC COMMERCE MARKET AND ONLINE PURCHASE BEHAVIOR OF HERBAL SOAP

Abstract

             This ​article aimed to 1) Study marketing mixed factors from consumer's point of view, acceptance of technology, online consumer behavior, and post-purchase behavior of herbal soap online market. 2) Inspect the consistency of causal relationship model of E-commerce market that affected the behavior of online herbal soap consumers. 3) Present guidelines for herbal soap sales development on ready-made platforms. Research Methodology and instruments were divided into 2 parts. The​ qualitative part was by interviewing 15 main data providers and using content analysis. The quantitative part was by questionnaires via system collecting data from 400 online-shops customers and using analysis of frequency, percentage, arithmetic mean, standard deviation, skewness, kurtosis, and structural equation model. The results of the research found that the sample gave importance to marketing mix at a high level ( = 4.03), accepted technology at a high level ( = 4.06), had online consumer behavior at the highest level ( = 4.30), and had post-purchase behavior for herbal soap on E-commerce market at the highest level ( = 3.74). The consistency of the causal relationship model revealed the Overall Model Fit Measure at 2.759, with a good predicting ability at 89.4% and causal relationship characteristic of a statistical significance of 0.05. And found that every mixed factor accepted the hypothesis. The guidelines for the development was that the sellers should pay attention to pictures and messages presentation to make sure they are complete and interesting, along with product guarantee and frequently-asked informations on the front page of the shop and persuade customers to write reviews. Therefore the sellers should also give importance to previous customers informations and each of their needs and use them to frequently develop communication information on their shop's pages.