| Summary: | 碩士 === 國立中興大學 === 全球事務研究跨洲碩士學位學程 === 106 === The purpose of this thesis is to explores the key success factors that influence consumer’s purchase of fruit online business operating by marketing mix in Thailand and identify the key success factors of fruit online business operating the profiles and characteristics of the influencer which combined the CCB business model between the influencer, the individual consumer and the individual consumer to online fruit business. Moreover, the key factors capable develop strategies on the exploratory view of online fruit business in Thailand that could understand customer purchasing behavior in Thailand and more strengthen on the online fruits business and increase efficiency.
The study was a quantitative research, using structured online questionnaire survey to collect data from 600 samples which separately in three different types of fruit composed of 200 fresh fruit questionnaire surveys, 200 frozen fruit questionnaire surveys and 200 processed fruit questionnaire surveys of Thai respondents. The scope the sampling conducted on Thai people who have the experience to purchase fruit online and Thai people who have no experience to purchase fruit online to compare the key factors and help understand the customer behavior on fruit product in Thailand. The study analyzed and determined the result with Grey relational analysis of statistical and ranked the importance of the factors. Find out the effective to investigate the samples responded to the Marketing mix and CCB business model factors on the conclusive.
The study showed that the factors on purchasing behaviors are among samples who have different age, gender, careers and incomes level, region and the experienced online fruit purchasing that effect directly on purchasing making a decision on fruit product. The result shows that the key success factor influences to fruit online business. Totally, the factors adopt from marketing mix 33 factors and the influencer 26 factors. We found key success factors on considering the characteristics of fresh fruit determine marketing mix part among 15 key success factors out of 33 factors following Table 4.3.1, Table 4.3.2, Table 4.3.3, and Table 4.3.4 and the influencer part among 11 key success factors from 26 factors following, Table 4.3.5, Table 4.3.6, and Table 4.3.7. The frozen fruit studying result, we determine the key factors on the marketing mix part among 15 key success factors from 26 factors which shown on following Table 4.3.8, Table 4.3.9, Table 4.3.10, and Table 4.3.11 and the influencer part among 11 key success factors from 26 factors which shown as Table 4.3.12, Table 4.3.13, and Table 4.3.14. Lastly, the result of processed fruit in this study determine the key success factors; separately marketing mix part among 14 key success factors out of 33 factors that following on Table 4.3.15, Table 4.3.16, Table 4.3.17, and Table 4.3.18 and the influencer part among 11 key success factors from 25 factors which showed on Table 4.3.19, Table 4.3.20, and Table 4.3.21, which proves the possibility of those factors to be the highest capability on the results and apply the key success factors to the online fruit business strategies.
The outcomes of this study can contribute to helping the online fruit business in Thailand to confront some of the challenges and sustain their competitiveness in their online channel as the retail shop and increase ability on the purchasing volume by considering the condition on product and services. Thus, the developed CCB business model aims to confine in better understanding the effects perceived of influencers have on consumption, and of its impact on purchase intention on online fruit business.
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