E-COMMERCE MARKETING MIX FACTORS FOR SAFE VEGETABLE PURCHASE DECISION: THE SECOND ORDER CONFIRMATORY FACTOR ANALYSIS

Abstract

The purpose of this research was to study the e-commerce marketing mix factors in the purchase decision of safe vegetable products by using the second order confirmatory factor analysis. The data of 750 consumers and their safe vegetable consumption were collected on the electronic system based on convenience sampling. The collected data consist of questionnaires with validity and reliability, and structured interviews.

            In terms of product, after-sales service has the highest weighting value if the seller is willing to refund for poor product quality (λy₁₈=0.63). In terms of price, offering lower price than other channels has the highest weighting value (λy₂₅=0.63). In terms of place, ease of use has the highest weighting value (λy₃₁=0.61). In terms of promotion, consistent after-sales follow-up has the highest weighting value (λy₄₄=0.62). In terms of personalization, prompt communication with customers when there is a problem has the highest weighting value (λy₅₆=0.63). Also, in terms of privacy factor, allowing customers to revoke their consent to be tracked and their data to be retained at any time has the highest weighting value: PRIV04 (λy₆₄=0.63).  After being tested by convergent validity: AVE and Construct reliability: CR, the weighting values must not be lower than 0.50 and more than 0.60 respectively.