A MODEL FOR DESIGNING INNOVATIVE ONLINE MARKETPLACE SERVICE PLATFORMS FOR PROCESSED AGRICULTURAL PRODUCTS IN THAILAND

This research aimed to (1) examine the level of service innovation of an online marketplace platform to promote the distribution of processed agricultural products in Thailand; (2) examine the levels of intercultural communication, marketing mix, consumer behavior, management innovation, government policy, and technology acceptance; and (3) investigate the causal factors of marketing mix, consumer behavior, management innovation, government policy, and technology acceptance that influence the service innovation of the online marketplace platform for promoting processed agricultural products in Thailand; and (4) develop guidelines for designing service innovation for an online marketplace platform to promote the distribution of processed agricultural products in Thailand. This study employed a mixed-method research design combining quantitative and qualitative approaches. For the quantitative research, the sample consisted of 460 respondents who were involved in the use of online marketplace platforms for processed agricultural products aged between 20 and 29 years in Bangkok, the central region, the northern region, the northeastern region, and the southern region of Thailand. The sample size was determined on the basis of the criterion of 20 times the number of observed variables. Stratified sampling was used, and questionnaires were employed as the research instrument for data collection. The data were analyzed using structural equation modeling (SEM). For the qualitative research, data were collected through in-depth interviews with 30 key informants, including experts in platform design and development, representatives of farmers who process agricultural products, and agricultural academics. The data were analyzed using content analysis. The research findings revealed that (1) the overall level of service innovation of the online marketplace platform for promoting the distribution of processed agricultural products in Thailand was at the highest level; (2) management innovation, consumer behavior, government policy, marketing mix, technology acceptance, and intercultural communication were high; and (3) the causal factors influencing service innovation of the online marketplace platform resulted in a structural equation model that demonstrated validity and consistency with the empirical data. The model fit indices met all the criteria, including chi-square = 127.41, df = 116, χ2/df = 1.09, GFI = 0.98, AGFI = 0.94, NFI = 1.00, CFI = 1.00, RMSEA = 0.015, and RMR = 0.015. All the causal variables in the model positively influence the service innovation of the online marketplace platform for processed agricultural products in Thailand. Together, the variables explained 90 percent of the variance in service innovation (R² = 0.90). (4) The guidelines for designing service innovation for the online marketplace platform consisted of eight strategies: 1) Develop an online marketplace platform with advanced service innovations such as consumer data analytics systems, intelligent product recommendation systems, and user-friendly digital experiences. 2) Promotion of digital marketing and development of branding for processed agricultural products through social media and e-commerce platforms to increase awareness and expand markets both domestically and internationally. Corrective strategies: 1) Improving product information and quality standards of processed agricultural products on the platform to ensure completeness, clarity, and transparency to build consumer trust. 2) Develop efficient logistics and delivery systems to reduce delays and enhance the speed and reliability of product delivery to meet consumer demands. Preventive strategies: 1) Strengthen data security systems and online payment protection to prevent risks related to fraud and personal data breaches. 2) Establish standards and operational guidelines for selling processed agricultural products on the platform to prevent substandard products and consumer complaints. Defensive strategies: 1) Establish online customer service systems and help centers that effectively handle user problems and complaints. 2) Develop monitoring and evaluation mechanisms for continuous platform performance improvement to align services with changing market needs.