ปัจจัยการยอมรับเทคโนโลยีและความเชื่อมั่นของผู้บริโภคที่มีอิทธิพล ต่อการตัดสินใจซื้อฮอร์โมนพืชผ่านช่องทางออนไลน์ในประเทศไทย

Aphitchaya Ruamchit; Natacha Maswichian

Authors

Aphitchaya Ruamchit Mae Fah Luang University
Natacha Maswichian Mae Fah Luang University

Keywords:

Technology Acceptance, Consumer Confidence, Purchasing Decision, Plant Hormones, online shopping

Abstract

This study aimed to examine the influence of technology acceptance factors and consumer trust factors on online purchasing decisions of plant hormones in Thailand.
The research framework was based on the Technology Acceptance Model (TAM) combined with consumer trust concepts. The sample consisted of 385 respondents who had prior experience purchasing plant hormones through online channels, selected using purposive sampling. Data were collected through a questionnaire that was tested for validity and reliability. Descriptive statistics and multiple regression analysis were employed for data analysis. The results indicated that a total of six independent variables were analyzed, comprising three technology acceptance factors, namely perceived usefulness, perceived ease of use, and attitude toward using, as well as three consumer trust factors, including product and service quality, website reliability, and brand and organizational image. When all variables were analyzed together using a multiple regression model, three factors were found to have a statistically significant positive influence on online purchasing decisions for plant hormones. Ranked by the level of influence, perceived usefulness had the strongest effect, followed by perceived ease of use and brand and organizational image, respectively. Furthermore, the multiple regression model was able to explain 46.90% of the variance in online purchasing decisions for plant hormones. The findings of this study provide practical implications for online agricultural product sellers and platforms by highlighting the importance of user-friendly system design, clear communication of product value, and the development of credible product and organizational images. These factors can support informed purchasing decisions and contribute to the sustainable growth of online agricultural markets.

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