The Study of Factors Influencing Online Marketing Communication via Line Application to OTOP Products Purchasing Decisions
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Abstract
Consumer behaviour has changed over time, adapting through the evolution of technologies. The social media platform has nowadays become a new way of communication for online products and services. In order to continue their business, enterprise sectors have to adapt and change according to such behaviour. Particularly, the community enterprises, which are those unskilled entrepreneurs, are further required to develop and strengthen their competitive advantage. This study aims to investigate the factors influencing online marketing communication; and to promote Prachuap Khiri Khan's OTOP products via a line sticker, i.e. a new online marketing communication channel. The causal relationship results of factors were analyzed by using Partial Least Squares Structural Equation Modeling (PLS-SEM) of the SmartPLS 3.3.2 tool. The sample group was 400 line application users, derived through a purposive random sampling technique. The results show that the most influential factor in online marketing communication through line application is the use of line official account, which is statistically significant at the 0.05 level; followed by the line chatbot usage and line sticker usage, respectively. The overall variance of OTOP purchasing decisions is at 78.4%. Furthermore, according to the statistical data collected from the use of the line sticker named "Maekaonline" (which was created and is available on the line's sticker shop) users are most likely to send the stickers, as well as to send the message "Good products of Prachuap Khiri Khan". Therefore, this research result can be used as a guideline in online marketing communication to reach customers.
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