An Exploratory Study of the Community's Competency in Producing Innovative Cultural Product and Segmenting the Target Market using Cluster Analysis through the Supply Chain Operations Reference (SCOR) Model and the Technology Acceptance Model (TAM)
Keywords:
Cluster Analysis, Innovative Cultural Product, The Technology Acceptance Model, Market Segmentation, SCOR ModelAbstract
This study aims to explore the community's competency in producing the innovative cultural
product, Chod Boon Teung, in Bantoon, Phayao province, and to segment the target group for the product.
This study employs a mixed methodology. First, in-depth interviews were conducted with 15 community
members, in which the Supply Chain Operations Reference (SCOR) model was used as an interview guideline.
The data were analyzed using thematic analysis. The findings illustrated that the community has competency
in planning, sourcing, delivering, and communicating with customers while segmenting the relevant target
group can be problematic. Second, online questionnaires, utilizing the technology acceptance model
(TAM) and the marketing mix as measurements, were collected with 539 participants. Cluster analysis was
performed using the derived factors from the exploratory factor analysis (EFA). The strength of partial correlation
between variables of the EFA model (i.e., KMO equals 0.74) indicated a robust partial correlation and plausibility
to conducting EFA. The results revealed that 2 clusters are considered the most appropriate segmentation
groups (i.e., Calinski/Harabasz Pseudo-F is the highest at 199.77), resulting in the Northern ladies living
far away from the home group and the middle-aged men who are entering the retirement group.
The behavioral intention and product acceptance scale results have shown that the Northern ladies’ group
is the potential target group as they are more likely to purchase the cultural product than the latter group.
Theoretical contributions to this study involve utilizing the TAM for the first time and the SCOR model with
innovative cultural products. The study's implications are twofold. This study is among the first to identify
a potential target group for the innovative cultural product. The community could generate impactful
marketing communication strategies aiming at the right target group and generate income from the sales
of such innovative cultural products.
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