Satisfaction Toward Distribution Channels of Organic Vegetables Through Social Media on Facebook Fan Pages: A Case Study of ABC Organic Farms การศึกษาความพึงพอใจช่องทางการจัดจำหน่ายสินค้าพืชผักเกษตรอินทรีย์ผ่านสื่อสังคมออนไลน์เฟซบุ๊กแฟนเพจ กรณีศึกษา ไร่เกษตรอินทรีย์เอบีซี
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Abstract
The objectives of this research were to study 1) opinions about the distribution of agricultural products, and 2) the satisfaction towards distribution channels through social media, Facebook fan page of a case study of ABC farms, organic agriculture. The study was mixed - method research. A purposive random sampling was used to collect the data from 160 satisfaction questionnaires. Data were analyzed using descriptive statistics. The results showed that consumers demanded more distribution channels for convenience and enough products to meet their needs. After adding distribution channels through social media, Facebook fan page, distributing satisfaction questionnaires were administered, it was found that consumers who answered the satisfaction questionnaires on distribution through social media had the overall opinions at a high level (=3.76, S.D.=0.07), the ordering aspect at a high level (
=3.74, S.D.=0.26), the delivery aspect at a high level (
=4.32, S.D. =0.27), and the product quality aspect at a moderate level (
=3.21, S.D.=0.14).
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