Year: 2024
Type: article
Study design: Observational Study
Abstract: 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.
Institution: Naresuan University
Language: Thai
Subfield: Information Systems and Management
Field: Decision Sciences
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W7220148645