Perceived Value Trust and Online Channel Quality affecting the purchasing decision Agricultural Products through Facebook: Case Study: The Southern region of Thailand
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Abstract
Although, a substantial body of research exists on online commerce, studies that integrate perceived value, trust, and online channel quality within the specific context of Facebook and the southern region of Thailand remain limited. This study addresses that gap by examining the influence of these factors on consumers' purchasing decisions for agricultural products. The objective of this research was to investigate the effects of perceived value, trust, and online channel quality on the decision to purchase agricultural products through Facebook as an online marketing channel. A quantitative research design was employed, with data collected via a structured questionnaire administered to 400 consumers who had previously purchased agricultural products through Facebook. Quota sampling was used for participant selection. Data were analyzed using percentage, mean, and stepwise multiple regression analysis. The findings revealed that service quality, user interface quality, and trust were statistically significant predictors of consumers' agricultural product purchasing decisions through Facebook at the 0.01 level of significance. Collectively, these three variables accounted for 35.6% of the variance in purchasing decisions. Based on these findings, it is recommended that entrepreneurs prioritize building consumer trust on Facebook by emphasizing payment security and personal data protection, while simultaneously enhancing service quality through reliable product delivery and transparent warranty policies. Furthermore, entrepreneurs are encouraged to continuously improve channel usability and modernize the user interface to effectively support consumer purchasing decisions
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