A study of factors influencing intention to purchase local community product on E-Commerce website: The case of One Tambon One Product (OTOP) in Thailand

According to Thailand policy framework which has a policy to expand the market and create opportunities in business by using ICT and E-Commerce for supporting rural community people. However, these communities mostly do not have their own website to sell their products. They have to rely on web portal to sell their local community products. Therefore, having the rural community official website and electronic commerce (E-Commerce) would expect to gain more attention and would be more advantages to the community. Therefore, in this paper, we would like to study factors influencing customer's purchasing intention through internet shopping of One Tambon One Product (OTOP), derived from the concept of One Village One Product (OVOP) in Japan, between on web portal and official web. Several factors such as perceived ease of use, reliability of website, reliability of product and social influences that effect customer's purchasing intention were discussed and analyzed. The data was collected using a simply sampling method with survey participants who are people from each rural area in north eastern of Thailand. Understanding well the factors influencing online purchasing would allow rural people the possibility of making their official OTOP website to finally attract most of their potential consumers and profit most from the opportunities offered by E-Commerce.