The Development of Features on E-marketplace to Promote the Community Products of Nakhon Si Thammarat Province
This research aimed to find the factors of online marketing mix that resulted in the purchase of the community products in Nakhon Si Thammarat and develop a feature on the online marketplace that fulfills the identity of the store. This research was an applied research. The sample size was 385 to determine the importance of online marketing mix factors, the questionnaire was used as a research tool. The statistics used in the research were frequency, percentage, mean and standard deviation. The research found that the online marketing mix consisted of: products, price, place, promotion, personalization and privacy which had a high level of importance. The population of qualitative research was 10 experts to assess the developed online marketing system. The results of the online market assessment by the experts found that the satisfaction in the system, especially the presentation of product information was clear, complete and the auction system and the freedom to design each storefront, which was a new feature that is different from the general online market.
Keyword: features, e-marketplace, online auction, online marketing, community