The Community of Social Commerce that correlates with Purchasing Intention of OTOP

Sureerut Inmor, Sukontip Wongpun

Abstract


Research on the Community of Social Commerce that correlates with Purchasing Intention of OTOP, conducted a survey with the population in Bangkok metropolitan region who used to purchase OTOP products through social commerce. A sample population of 385 people, calculated from the Cochran formula. Questionnaires were used to collect basic data from October 2019 to September 2020.The statistics used for data analysis were descriptive statistics and Pearson correlation. The results of the study showed that the community characteristics of social commerce in 4 areas (a community to introduce products and services, a community to review products and services, having a subscription, and recommendations of products and services from other online communities) have a relationship on purchasing intention of textile and clothing. The highest relation is a community to introduce products and services, and the lowest is recommendations of products and services from other online communities. Data obtained from research analysis can be used to recommend the social commerce design for OTOP sales of textiles and clothing in order to develop the strategies to manage social commerce more effectively.


Full Text:

PDF

References


REFERENCES

N. Hajli, J. Sims. (2015). Social commerce: the transfer of power from sellers to buyers. Technol. Forecast. Soc. Change, 94 (C), pp. 350-358.

R. Scoble, S. Israel. (2006). Naked Conversations: How Blogs Are Changing the Way Businesses Talk with Customers. John Wiley & Sons.

J.A. Chevalier, D. Mayzlin. (2006). The effect of word of mouth on sales: online book reviews. J. Market. Res., 43 (3), pp. 345-354

D. Godes, D. Mayzlin. (2004). Using online conversations to study word-of-mouth communication. Market. Sci., 23 (4) (2004), pp. 545-560.

C. Liu, K. Arnett. (1999). Assessing the customer behavioural intentions on the web: a research model. Paper Presented at the the 5th Americas Conference on Information Systems.

B. Tedeschi. (2006). Like Shopping? Social Networking? Try Social Shopping. New York Times (2006). September 11, 2006.

W. Nadeem, A.H. Khani, C.D. Schultz, N.A. Adam, R.W. Attar, N. Hajli. (2020). How social presence drives commitment and loyalty with online brand communities? the role of social commerce trust. J. Retailing Consum. Serv., 55, Article 102136.

L.-Y. Leong, T.-S. Hew, K.-B. Ooi, A.Y.-L. Chong. (2020_. Predicting the antecedents of trust in social commerce – A hybrid structural equation modeling with neural network approach. J. Bus. Res., 110 (2020), pp. 24-40 119875.

WHAT IS OTOP?. Tourism Authority of Thailand e-Magazine and Thai Depart of Export and Promotion. Retrieved from: https://www.thaiembassy.sg/friends-of-thailand/p/what-is-otop

Pongchanun Luangpaiboon. (2017). Strategic design for dynamic multi-zone truckload shipments: A study of OTOP agricultural products in Thailand. Computers and Electronics in Agriculture. Volume 135, 1 April 2017, Pages 11-22.

Government Public Relations Department. (2004). Thailand's smart OTOP program.

Retrieved from http://thailand.prd.go.th/view_news.php?id=165&a=2

Huang, Z., & Benyoucef, M. (2015). User preferences of social features on social commerce websites: An empirical study. Technological Forecasting and Social Change, 95, 57-72.

Carolina S., and Jonas C. (2019). “This is not sponsored content” – The effects of impartiality disclosure and e-commerce landing pages on consumer responses to social media influencer posts. Computers in Human Behavior .Volume 98, September 2019, Pages 210-222.

Libo L. Christy M.K.C., and Matthew K.O.L. (2016). An empirical investigation of information sharing behavior on social commerce sites. International Journal of Information Management. Volume 36, Issue 5, October 2016, Pages 686-699.

Abaid U.A. et al., (2021). The impact of social media celebrities' posts and contextual interactions on impulse buying in social commerce. Computers in Human Behavio. Volume 115, February 2021, 106178.

Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E., (2010). Multivariate data analysis: A global perspectives. Upper Saddle River, NJ: Pearson Education, International.


Refbacks

  • There are currently no refbacks.