Factors Influencing Online Pork Purchase Decisions in Bangkok: An Integration of Quantitative and Qualitative Analysis
Article Sidebar
Main Article Content
Abstract
This article aimed to (1) study and analyze factors influencing online pork purchasing decisions in Bangkok and (2) demonstrate guidelines for developing marketing strategies that focus on factors influencing online pork purchasing decisions. The study methodology utilized a mixed-method, quantitative survey with a sample of 400 individuals from all districts of Bangkok using quota sampling. Exploratory factor analysis was conducted using principal component analysis to explore the relationship structure of the variables and multiple regression analysis to analyze the influence of independent variables on the dependent variables to support objectives 1 and 2. Qualitative research utilized in-depth interviews with academics, entrepreneurs, and consumers to address objective 3.
The research results were as follows: 1) The variables within the conceptual framework included perceived risk, brand equity, innovation, and trust. This relationship was consistent with empirical data; 2) The factors that significantly influence online pork purchase intention in Bangkok were brand equity at the .01 level and innovation at the .05 level; 3) Strategic development approaches included reducing consumer risk perception, promoting brand equity and customer trust, innovating to enhance brand image, and creating a customer experience. The research findings suggested strengthening financial security, developing quality standards and cold chain logistics, building brand value through communication and innovation, and leveraging trust to support sustainable purchasing decisions.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Views and opinions appearing in the Journal it is the responsibility of the author of the article, and does not constitute the view and responsibility of the editorial team.
References
Apithamkitti, P. (2018). Perceived risk and motivation of customers on buying supplementary food via internet(Unpublished Master’s Independent Study). Rajamangala University of Technology Krungthep. Retrieved from https://bu-mba.rmutk.ac.th/wp-content/uploads/2019/12/Pailin_2018.pdf
Bentler, P.M., & Chou, C. (1987) Practical Issues in Structural Modeling. Sociological Methods and Research, 16, 78-117. http://dx.doi.org/10.1177/0049124187016001004
Chalatharn, I., & Charutawephonnukoon, P. (2021). The influence of marketing mix and brand equity on purchasing decisions of Uniqlo casual wears through online channels among consumers in Thailand. Journal of the Researchers Association, 26(1), 16-29. Retrieved
from https://so04.tci-thaijo.org/index.php/jar/article/view/248953
Chunkajorn, P., & Na Thalang, C. (2022). Gastronomy tourism components and service marketing mix factors of Thai tourists in gastronomy tourism to Thailand Riviera. Dusit Thani College Journal, 15(1), 66-82. Retrieved from https://so01.tci-thaijo.org/index.php/journaldtc/article/view/247426
Di Pietro, L., Di Virgilio, F., & Pantano, E. (2012). Social network for the choice of tourist destination: Attitude and behavioral intention. Journal of Hospitality and Tourism Technology, 3(1), 60-76. https://doi.org/10.1108/17579881211206543
Herkema, S. (2003). A complex adaptive perspective on learning within innovation projects. The Learning Organization, 10(6), 340-346. https://doi.org/10.1108/09696470310497177
Jindawan, N. (2016). Testing factors influencing internet banking intention: A case study of Krungthai Bank Public Company Limited customers in Phatthalung Province(Unpublished Master’s Independent Study). Prince of Songkla University.
Kerdngern, N., Kamthornphiphatthanakul, S., & Somthong, N. (2021). Effects of innovation adoption factors on purchase intention in online food delivery in Thailand. Maejo Business Review, 3(2), 1-19. https://doi.org/10.14456/mjba.2021.6
Kietthanongsak, W. (2020). Brand equity and social media marketing on the intension to purchase collagen dietary supplement product(Unpublished Master’s Thesis). Mahidol University. Retrieved from https://archive.cm.mahidol.ac.th/bitstream/123456789/3804/1/TP%20BM.054%202563.pdf
Klongkamrai, P., & Boriraj, J. (2019). Factors affecting purchase decision for clothing via Facebook among Generation Y consumers in Bangkok. Journal of the Graduate School of Management, Khon Kaen University, 12(1), 132-149. Retrieved from https://so04.tci-thaijo.org/index.php/mbakkujournal/article/view/192144
Moorman, C., Zaltman, G., & Deshpande, R. (1992). Relationships between Providers and Users of Market Research: The Dynamics of Trust within and between Organizations. Journal of Marketing Research, 29(3), 314–328. https://doi.org/10.2307/3172742
Morgan, R.M., & Hunt, S.D. (1994) The Commitment-Trust Theory of Relationship Marketing. Journal of Marketing, 58, 20-38. http://dx.doi.org/10.2307/1252308
Pantaweesak, N. (2024, March 7). Restaurant business in eastern tourist provinces (Chonburi, Rayong). Retrieved from https://www.lhbank.co.th/getattachment/78a56560-613a-4641-8534-6687bed8b280/economic-analysis-Industry-Outlook-2024-SME-Restaurant-Chonburi-Rayong
Premsawat, P. (2019). Trust, price perception, and website efficiency affecting online purchase intentions from reputable department stores in Sathorn District, Bangkok(Master’s thesis). Bangkok University.
Rattanamanee, K., & Bhanityanakorn, K. (2022). Perceived factors and risk management Influencing food purchases through online channels among Bangkok consumers during the COVID-19 epidemic. Interdisciplinary Social Sciences and Communication Journal,
(3), 171-179. Retrieved from https://so02.tci-thaijo.org/index.php/ISSC/article/view/254869
Rungruangphon, W. (2009). Marketing strategy using a customer database. Retrieved from
http://www.marketeer.co.th/inside_detail.php?inside_id=619
Rungruangsak, J. (2014). The impact of technology acceptance and perceived risk on user’s trust perception of location-based services in Bangkok(Unpublished Master’s Independent Study). Bangkok University. Retrieved from http://dspace.bu.ac.th/jspui/handle/123456789/1388
Schilling, M. A. (2008). Strategic Management of Technological Innovation (2nd ed.). New York: McGraw Hill.
Schumacker, R. E., & Lomax, R. G. (1996). A beginner's guide to structural equation modeling. Lawrence Erlbaum Associates,
Sophonkeereerat, P. (2018, February 21). The next step for modern retail. SCBEIC. Retrieved from https://www.scbeic.com/th/detail/product/4443
Suppavorasatit, I. (2013). The interaction between flavor and protein. Journal of Food Technology, Siam University, 9(1), 21-30. Retrieved from https://li01.tci-thaijo.org/index.php/JFTSU/article/view/38323
Woong Park, S., Klotzsche, M., Wilson, D. J., Boshoff, H. I., Eoh, H., Manjunatha, U., Blumenthal, A., Rhee, K., Barry, C. E., 3rd, Aldrich, C. C., Ehrt, S., & Schnappinger, D. (2011). Evaluating the sensitivity of Mycobacterium tuberculosis to biotin deprivation using regulated gene expression. PLoS pathogens, 7(9), e1002264. https://doi.org/10.1371/journal.ppat.1002264
Zhang, B., & Kim, J. H. (2013). Luxury fashion consumption in China: Factors affecting attitude and purchase intention. Journal of Retailing and Consumer Services, 20(1), 68-79. https://doi.org/10.1016/j.jretconser.2012.10.007
