A Conceptual Analysis of Mobile Application for the Thai Herbal City

Abstract

The herbal city is promoted from the Thai government for increasing the value of the economy regarding the digital economy policy. This paper describes an investigation into a quantitative and qualitative observation of a mobile application for trading the Thai Herbal City. The observation was conducted with the strategic group provinces in the upper part of the northeastern region of Thailand. Three methodologies were employed to collect the observation. An online questionnaire was completed by 54 randomly selected participants. The in-depth interview was conducted with 5 stakeholders, while 77 stakeholders joined the brainstorming session at Kasetsart University, Chalermprakiat Sakon Nakhon Province Campus. The observation data were analyzed to identify the support factors by using the content analysis method, average value, standard deviations, and the multiple regression analysis. The result illustrates the internal and external factors that support the trading of herbal via a mobile phone application. The internal factors comprise the ability to shop 24/7 and comparative shopping. The external factors consist of the form of product, the user-friendly application, the service delivery, and the credibility of the products.