Structural Equation Modeling in Acceptance of Herbal Platform Services in Thailand
Keywords:
Online marketing mix, Trust, Decision, Herbal PlatformAbstract
The purpose of this quantitative research was to study the causal factors of using domestic herbal platform services. A questionnaire was used as a tool to collect data from a sample of 400 people who had used herbal platform services in Thailand. The data were analyzed using Confirmatory Factor Analysis (CFA), and the Structural Equation Modeling (SEM) was analyzed. The results showed that the online marketing mix had no direct influence on the trust of users of herbal platform services in Thailand. Trust directly influenced decision making in selecting herbal platform services in Thailand (β = 0.865, p<0.01). In addition, the online marketing mix had an indirect influence on decision making in selecting herbal platform services in Thailand with trust as a carrier (β = 0.530, p<0.01). Therefore, the development of herbal platforms in Thailand should focus on all 4 aspects of the online marketing mix. Moreover, knowledge about herbs should be provided by offering fair prices, having a variety of contact channels, and organizing promotions in the event that users or entrepreneurs use services through the herb platform, etc.
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ข้อความ ข้อคิดเห็น ข้อมูล เนื้อหา รูปภาพ แผนภูมิ แผนผัง เป็นต้น ที่ปรากฏและแสดงในบทความต่างๆ ในวารสารบริหารธุรกิจเทคโนโลยีมหานคร ถือเป็นความรับผิดชอบโดยตรงของผู้เขียนบทความนั้นๆ มิใช่เป็นความรับผิดชอบใดๆ ของวารสารบริหารธุรกิจเทคโนโลยีมหานคร และมหาวิทยาลัยเทคโนโลยีมหานคร
บทความที่ตีพิมพ์ในวารสารบริหารธุรกิจเทคโนโลยีมหานคร ถือเป็นลิขสิทธิ์เฉพาะของคณะบริหารธุรกิจ มหาวิทยาลัยเทคโนโลยีมหานคร หากบุคคลหรือหน่วยงานใดต้องการนำทั้งหมดหรือส่วนใดส่วนหนึ่งไปเผยแพร่ต่อหรือเพื่อกระทำการใดๆ จะต้องได้รับการอนุญาตเป็นลายลักษณ์อักษรจากคณะบริหารธุรกิจ มหาวิทยาลัยเทคโนโลยีมหานครก่อนเท่านั้น
