The effect of customer perceived value on online purchasing intention of agriculture products in the southern part of Thailand

Name: Chitsanupong Chaiyo

LCSH: Produce trade -- Thailand (southern)

LCSH: Online social networks

LCSH: Consumer satisfaction

Abstract: The objective of this study is to effect of customer perceived value which includes functional value, emotional value, social value, economic value, and image value on online purchase intention of agriculture products in the southern part of Thailand. This conducted a study on two important concerns no one had ever had with agriculture products and online purchase intention before. This research relies on a quantitative approach by designing questionnaires to survey opinions using online and offline surveys of people to identify the effect of customer perceived value on online purchase intention of agricultural products in the southern part of Thailand. The questionnaire is based on a review of relevant ideas and previous research. The Cronbach’s Alpha Coefficient of the total questionnaire test set is 0.960. The distribution of questionnaires by using two platforms such as online social commerce (i.e., Facebook, Google, and LINE) applications and going to markets and shopping malls which had in the southern regions of Thailand. This study used SPSS software version 29 to do the reliability analysis to investigate the relationship among the selected variables. All of the relationships between customer perceived value (functional value, emotional value, social value, economic value, and image value) have positive correlations with online purchase intention. In conclusion, the result of this study meets the objectives of this study. Agricultural products can maintain the quality of products to attract more customers from online purchase intention. It had several more chances to sell fresh and trustworthy agriculture products online to create social networks with attractive promotions and campaigns. It can easily manage the only purchasing system and maintenance for agricultural products based on this research. It had aware sure that on-time delivery, agriculture packaging and amount, product available timing for agriculture products. In conclusion, online purchase intention can be influenced by many factors functional value, emotional value, social value, economic value, and image value) in southern parts of Thailand. This study applied a quantitative study that gathered information by questionnaire survey. This study revealed that the customer perceived value (functional value, emotional value, social value, economic value, and image) is affected by online purchase intention in southern parts of Thailand. It can able to considered for future research the other products from southern parts of Thailand for online purchase intention, the agriculture products from other provinces from Thailand, and another online purchasing system to emphasize improving customer perceived value in the southern part of Thailand

King Mongkut's Institute of Technology Ladkrabang. Central Library

Address: BANGKOK

Email: Lifelong@kmitl.ac.th

Name: Vasu Keerativutisest

Role: Thesis Advisor

Email : vasu.ke@kmitl.ac.th

Created: 2023

Modified: 2024-11-16

Issued: 2024-11-16

วิทยานิพนธ์/Thesis

application/pdf

eng

DegreeName: Master of Business Administration

Level: Master's Degree

Descipline: Industrial Business Administration

Grantor: King Mongkut's Institute of Technology Ladkrabang

©copyrights King Mongkut's Institute of Technology Ladkrabang

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