FACTORS INFLUENCING INTENTION TO PURCHASE LOCAL COMMUNITY PRODUCT ON E-COMMERCE WEBSITE: CASE OF ONE TAMBON ONE PRODUCT (OTOP) IN THAILAND

Abstract

In Thailand, ICT and e-Commerce are using for supporting rural community people refer to Thailand policy framework which has the policy to expand the market and create opportunities in business. However, these communities mostly do not have their website to sell their products. They still have to rely on a web portal. Therefore, having the rural community official website and e-Commerce would expect to gain more attention and would be advantages to the community. Thus, in this research, we would like to study factors influencing customer’s purchasing intention through internet shopping of One Tambon One Product (OTOP), derived from the concept of One Village One Product (OVOP) in Japan, between on web portal and web official. Several factors such as perceived ease of use, a reliability of the website, a reliability of the product and social influences that affect customer’s purchasing intention were discussed and analyzed. We collected the data by using a simple sampling method to survey participants who are from each rural area in North Eastern of Thailand and having an interest in OTOP products. To understanding well, the factors which influence online purchasing would allow rural people the possibility of having a plan for making their official OTOP website. Then, we performed a user study on official OTOP website to use an eye tracking machine based on paperwork participant’s background. The result was inconsistent with the previous statistical result which stated that the social influence has the most effect on purchasing intention. Then, we conducted a focus group on the same sample group to compare with another, a younger generation. We found both two groups had the same opinions and consistency to statistical result.