Guidelines for Developing Marketing Strategies for the complexity of Purchasing Cannabis Extract Products Through the online platform of Thai people.
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Abstract
Changes in the law that allow the use of cannabis extract products for medical and research purposes in Thailand It has opened up opportunities for the cannabis extract market to expand rapidly. Especially in online channels where consumers can easily access products. However, the complexity of purchasing these products remains a key issue as consumers face legal concerns. Platform reliability, product quality, and limited usage data The purpose of this study is to analyze the factors that affect the complexity of purchasing cannabis extract products through online platforms and to develop marketing strategies that simplify and increase consumer confidence. The data was collected from a sample of consumers in Thailand who had ordered cannabis extract products through online platforms. The sample was sampled according to convenience sampling method with a 7-level gauge questionnaire and analyzed data that had been verified for accuracy with IOC (Index of Consistency). The data analysis used descriptive statistics such as mean, percentage, and regression analysis using SPSS to investigate factors that affect the complexity of the purchase decision. The results show that consumer factors have a partial effect on decision-making complexity. The correlation was negative (value B = -0.060, Sig. = 0.064). In addition, online platform factors have a clear effect on complexity (value B = -0.073, Sig. = 0.028), suggesting that difficult platform implementation increases the complexity of decision-making. While the marketing ingredient factor (4Ps) and legal factors have no obvious effect on complexity.
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