The Impact of Online Marketing Strategies on the Success of Community Enterprises Certified under the Community Product Standards in Khon Kaen Province

Abstract

This research aimed to: 1) study the opinions on online marketing strategies of community enterprises in Khon Kaen province that have been certified with community product standards, and 2) study the impact of online marketing strategies on the success of community enterprises certified under the community product standards in Khon Kaen province. The sample group consists of 400 community enterprises in Khon Kaen province that have been certified with community product standards. The sample size was determined using Taro Yamane's formula with reliability of 95%. The sampling method used was simple random sampling. A questionnaire was used as a research tool. The statistics used to analyze data were mean, standard deviation, and multiple regression analysis. The research results revealed that: 1) The study of opinions regarding online marketing strategies, in overall in all 6 aspects, was at a moderate level. The aspect with the highest level of opinion was the product characteristics. 2)Factors that positively affected the success of community enterprises in Khon Kaen province were found to be 4 factors, including 1) electronic trust, 2) electronic satisfaction, 3) online market quality, and 4) customer perceived value. All 4 factors could explain the variance or predict the dependent variable by 92 % with statistical significance at 0.05 level.