Araştırma Makalesi

Determinants of online marketing channel choice among small and micro community enterprises in Thailand

Cilt: 31 Sayı: 2 19 Aralık 2025
  • Narawut Rapankum
  • Thanada Konkan *
  • Chanoknan Srilapat
  • Kumaree Khodmechai
  • Kanjanaporn Niljinda
  • Laddawan Lertjunthuk
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Determinants of online marketing channel choice among small and micro community enterprises in Thailand

Öz

Purpose: This study aimed to analyze the factors affecting the decision of small and micro community enterprises (SMCEs) in Sakon Nakhon Province, Thailand, to engage in online product marketing. Design/Methodology/Approach: A structured questionnaire was distributed to 360 SMCEs across 18 districts in 2024 to collect empirical data. The survey data were analyzed via 12 variables (gender, age, education, experience, marketing training, attitude, group size, product variety, product type, marketing budget, distance, and technology equipment) using descriptive statistics and binary logistic regression. Findings: Approximately 66% of the SMCEs marketed their products using online and offline channels, with the majority selecting social media platforms (Facebook and Line) as key channels and the minority using e-marketplaces (Shopee and Lazada). Group management experience, group leader attitude, product variety, product type, marketing budget, and distance from the shipping company proved to be the statistical factors influencing the decision to sell products online. Originality/Value: This study informs the development of targeted online marketing strategies that cater to diverse target groups’ product attributes and resources. Furthermore, the elicited outcomes can assist in formulating policies or establishing training that strengthens farmer groups’ potential to enhance their competitiveness in the agricultural market. Small-scale entrepreneurs can enhance their competitiveness in online markets with the strategic decision-making information derived from this study.

Anahtar Kelimeler

Destekleyen Kurum

Sakon Nakhon Rajabhat University

Etik Beyan

The Ethical Committee of the Sakon Nakhon Rajabhat University, Thailand, granted approval for this study on 27 February 2024 (Ref. No. HE 67-002).

Kaynakça

  1. Abdul-Rahaman, A. and Abdulai, A. (2020), "Farmer Groups, Collective Marketing and Smallholder Farm Performance in Rural Ghana", Journal of Agribusiness in Developing and Emerging Economies, Vol.10 No.5, pp.511–527.
  2. Agricultural Land Reform Office. (2023). A Survey Was Conducted on The Economic Situation and Quality of Life of Farmers in The Land Reform Area During The 2021/2022 Crop Year. Bangkok: Ministry of Agriculture and Cooperatives.
  3. Akudugu, M. A., Nkegbe, P. K., Wongnaa, C. A. and Millar, K. K. (2023), "Technology Adoption Behaviors of Farmers During Crises: What Are The Key Factors to Consider?", Journal of Agriculture and Food Research, Vol.14, 100694.
  4. Bureau of Agricultural Economic Research. (2023). Agricultural Economics Research Paper No. 129. Office of Agricultural Economics. Bangkok: Ministry of Agriculture and Cooperatives.
  5. Chiv, R., Nie, F., Wu, S. and Tum, S. (2020), "Analysis of Factors Influencing Marketing Channel Choices by Smallholder Farmers: A Case Study of Paddy Product in Wet and Dry Season of Prey Veng Province, Cambodia", Journal of Sustainable Development, Vol.13 No.4, pp. 15–34.
  6. Cholisoh, K. N. C. N. (2023), "He Role of Farmers Groups Towards Increasing The Productivity of Rice Business in Semarang City", Jurnal Pangan, Vol.32 No.1, pp. 9–20.
  7. Community Enterprise Promotion Division. (2023), List of Community Enterprises/Community Enterprise Networks. Bangkok: Ministry of Agriculture and Cooperatives.
  8. Cronbach, L. J. (1951), "Coefficient Alpha and The Internal Structure of Tests. Psychometrika", Vol.16 No.3, pp. 297–334.

Ayrıntılar

Birincil Dil

İngilizce

Konular

Tarımsal Yönetimde Pazarlama

Bölüm

Araştırma Makalesi

Yayımlanma Tarihi

19 Aralık 2025

Gönderilme Tarihi

8 Mayıs 2025

Kabul Tarihi

16 Ekim 2025

Yayımlandığı Sayı

Yıl 2025 Cilt: 31 Sayı: 2

Kaynak Göster

APA
Rapankum, N., Konkan, T., Srilapat, C., Khodmechai, K., Niljinda, K., & Lertjunthuk, L. (2025). Determinants of online marketing channel choice among small and micro community enterprises in Thailand. Tarım Ekonomisi Dergisi, 31(2), 405-418. https://doi.org/10.24181/tarekoder.1695218
AMA
1.Rapankum N, Konkan T, Srilapat C, Khodmechai K, Niljinda K, Lertjunthuk L. Determinants of online marketing channel choice among small and micro community enterprises in Thailand. TED - TJAE. 2025;31(2):405-418. doi:10.24181/tarekoder.1695218
Chicago
Rapankum, Narawut, Thanada Konkan, Chanoknan Srilapat, Kumaree Khodmechai, Kanjanaporn Niljinda, ve Laddawan Lertjunthuk. 2025. “Determinants of online marketing channel choice among small and micro community enterprises in Thailand”. Tarım Ekonomisi Dergisi 31 (2): 405-18. https://doi.org/10.24181/tarekoder.1695218.
EndNote
Rapankum N, Konkan T, Srilapat C, Khodmechai K, Niljinda K, Lertjunthuk L (01 Aralık 2025) Determinants of online marketing channel choice among small and micro community enterprises in Thailand. Tarım Ekonomisi Dergisi 31 2 405–418.
IEEE
[1]N. Rapankum, T. Konkan, C. Srilapat, K. Khodmechai, K. Niljinda, ve L. Lertjunthuk, “Determinants of online marketing channel choice among small and micro community enterprises in Thailand”, TED - TJAE, c. 31, sy 2, ss. 405–418, Ara. 2025, doi: 10.24181/tarekoder.1695218.
ISNAD
Rapankum, Narawut - Konkan, Thanada - Srilapat, Chanoknan - Khodmechai, Kumaree - Niljinda, Kanjanaporn - Lertjunthuk, Laddawan. “Determinants of online marketing channel choice among small and micro community enterprises in Thailand”. Tarım Ekonomisi Dergisi 31/2 (01 Aralık 2025): 405-418. https://doi.org/10.24181/tarekoder.1695218.
JAMA
1.Rapankum N, Konkan T, Srilapat C, Khodmechai K, Niljinda K, Lertjunthuk L. Determinants of online marketing channel choice among small and micro community enterprises in Thailand. TED - TJAE. 2025;31:405–418.
MLA
Rapankum, Narawut, vd. “Determinants of online marketing channel choice among small and micro community enterprises in Thailand”. Tarım Ekonomisi Dergisi, c. 31, sy 2, Aralık 2025, ss. 405-18, doi:10.24181/tarekoder.1695218.
Vancouver
1.Narawut Rapankum, Thanada Konkan, Chanoknan Srilapat, Kumaree Khodmechai, Kanjanaporn Niljinda, Laddawan Lertjunthuk. Determinants of online marketing channel choice among small and micro community enterprises in Thailand. TED - TJAE. 01 Aralık 2025;31(2):405-18. doi:10.24181/tarekoder.1695218

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