The Development of Online Social Media Sales Channels for Communities in Bang Lao Subdistrict, Khlong Khuen District, Chachoengsao Province

Abstract

            The objectives of this research were: 1) to study online marketing strategy factors affecting the decision to purchase community products through online channels and to identify consumer interest in social media sales channels for community products; 2) to develop social media sales channels for communities in Bang Lao Subdistrict, Khlong Khuean District, Chachoengsao Province; and 3) to evaluate satisfaction with the social media sales channels from communities in Bang Lao Subdistrict, Khlong Khuean District, Chachoengsao Province. The sample group consisted of 400 consumers of community products or those interested in community products, selected through purposive sampling from those who had used or were likely to purchase community products. Additionally, 30 entrepreneurs who had been breeding ornamental Betta fish, growing aromatic coconuts, and cultivating hydroponic vegetables in Bang Lao Subdistrict for at least 5 years were selected. Research tools included questionnaires, training content documents, and satisfaction assessment forms. Statistics used in the research were mean, standard deviation, and multiple regression analysis using the Enter method.
           The research findings were as follows: 1) Online marketing strategies affected the decision to purchase community products through online channels in 5 aspects: product, price, distribution channel, marketing promotion, and personalized service, all of which had a positive impact. The privacy protection variable had a negative impact. The regression equation can be written as: y ̂ = .618 + .251x1*+ .106x2*+ .307x3*+ .071x4*+ .132x5*- .015x6 2) Training participants were able to improve their personal Facebook pages and create Facebook fan pages to generate income from community products. The training process received a content suitability assessment from experts at the highest level (x̄=4.67, S.D.=.577). and 3) Entrepreneurs' satisfaction with the development of online sales channels was at the highest level (x̄=4.37, S.D.=.566), and consumers' satisfaction with the online sales channels was also at the highest level (x̄=4.26, S.D.=.586).