Structural Equation Modeling in Acceptance of Herbal Platform Services in Thailand


  • Kanokkarn Snae Namahoot
  • Chakkrit Snae Namahoot
  • Wachira Punpairoj
  • Chitinute Wattana


Online marketing mix, Trust, Decision, Herbal Platform


The purpose of this quantitative research was to study the causal factors of using domestic herbal platform services. A uestionnaire 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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บทความวิจัย (Research Article)