The Influence of Digital Marketing and Customer Engagement on Online Purchase Intention for OTOP Products in Phrae, Nan, and Uttaradit Provinces Via Online Platforms
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Abstract
The objective of This research article is to examine the influence of digital marketing and customer engagement on the intention to purchase OTOP products from Phrae, Nan, and Uttaradit provinces via online platforms among consumers in Thailand. This study employed quantitative research. The sample consisted of consumers residing in Thailand, and data were collected through an online questionnaire. The sampling method utilized was quota sampling, based on the six geographical regions of Thailand, combined with purposive sampling. The inclusion criteria for the sample were: (1) having purchased products online at least once within the past six months, and (2) being interested in or having previously purchased OTOP products from Phrae, Nan and Uttaradit. After data cleaning and validation, a final sample of 430 valid responses was obtained for analysis. The statistics used for data analysis included descriptive statistics (percentages and means) and inferential statistics using Structural Equation Modeling (SEM).
The research findings revealed that the causal relationship model demonstrated a good fit with the empirical data. The key findings indicated that 1) Digital Marketing had no statistically significant direct influence on the purchase intention of OTOP products. 2) Customer Engagement had a significant positive direct influence on the purchase intention for OTOP products. 3) Digital marketing factors had a positive direct influence on customer engagement and also exerted a significant indirect influence on the purchase intention for OTOP products through customer engagement. This demonstrates that Customer Engagement acts as a full mediator in the relationship between digital marketing and the purchase intention for OTOP products on online platforms.
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References
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