Factors Influencing Digital Commerce Communication of Manual Workers in Rural Areas
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Abstract
This article was aimed to investigate the digital commerce communication and the factors that influence the digital commerce communication of manual workers in rural areas. Cross-sectional research was used in the quantitative methodology for the study. A sample consisted of 1,339 manual workers in rural areas who were 18 years old and had online shopping experiences. Micro-data were collected by the National Statistical Office using the interview forms. To investigate the factors influencing the digital commerce communication of manual laborers in rural areas, the descriptive analysis was employed in addition to the multiple regression analysis. According to the findings, the majority of manual workers in rural areas had online shopping experiences 100% and using social media for 97.70% of their digital commerce communication. Furthermore, online shopping experiences strongly influenced the digital commerce communication of the manual workers in rural areas at the statistical threshold of .05. The variation in digital commerce communication among the manual workers in rural areas was 17.30%, it was explained by all factors (R2 = 0.173).
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เนื้อหาและข้อมูลในบทความที่ลงตีพิมพ์ในวารสารทดสอบระบบ ThaiJo2 ถือเป็นข้อคิดเห็นและความรับผิดชอบของผู้เขียนบทความโดยตรงซึ่งกองบรรณาธิการวารสาร ไม่จำเป็นต้องเห็นด้วย หรือร่วมรับผิดชอบใดๆ
บทความ ข้อมูล เนื้อหา รูปภาพ ฯลฯ ที่ได้รับการตีพิมพ์ในวารสารทดสอบระบบ ThaiJo2 ถือเป็นลิขสิทธิ์ของวารสารทดสอบระบบ ThaiJo2 หากบุคคลหรือหน่วยงานใดต้องการนำทั้งหมดหรือส่วนหนึ่งส่วนใดไปเผยแพร่ต่อหรือเพื่อกระทำการใดๆ จะต้องได้รับอนุญาตเป็นลายลักอักษรจากวารสารทดสอบระบบ ThaiJo2 ก่อนเท่านั้น
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