The Development of Electronic Commerce Central Market of Organic Goat Meat in Yaha District, Yala Province

Abstract

The objectives of this research were:  1) to develop an electronic commerce marketplace for organic goat meat for farmers in the Yaha District, Yala Province; and 2) to transfer the developed electronic marketplace system for organic goat meat to the organic goat meat farmers in that region. A mixed-methods design was employed, integrating qualitative and quantitative approaches. The qualitative phase involved focus group discussions with 20 participants, including organized and non-organized farmers, department heads, and livestock officers. These data were analyzed using content analysis. The quantitative phase used questionnaires with 400 consumers who had experience using the e-marketplace system. Participants were selected through accidental sampling, and the data were analyzed with descriptive statistics. Results showed that consumers were highly satisfied with the quality of the e-marketplace system ( =4.33, S.D.=0.65) while farmers and related personnel expressed high satisfaction with both the quality and usability of the system ( =4.35, S.D.=0.60). The findings suggest that the development of an electronic marketplace enhances farmers’ market access, broadens distribution channels, and strengthens connections between producers and consumers, contributing to the sustainable development of the local economy.