Sarinya SungkatavatKa, Ta Nixon ChenPiyanart Lertaswaluk2024-01-102024-01-10202020202024Thematic Paper (M.M. (International Tourism and Hospitality Management))--Mahidol University, 2020https://repository.li.mahidol.ac.th/handle/20.500.14594/92134International Tourism and Hospitality Management (Mahidol University 2020)The availability of organic products has increased greatly over the past decade, as all sectors have realized the significance of organic agriculture. Moreover, the revolution of e-commerce has shaped the behavior of organic consumers. This is the reason why many entrepreneurs have launched their own organic product websites to capture the online market. Nevertheless, not every entrepreneur is successful in designing an effective website. One of the key factors that affect website's performance is the website's features. Therefore, the purpose of this market research were (1) to explore the important website features, and the features that enhance the user experience for online customers buying organic products and (2) to explore the organic product consumer behavior in Bangkok. The explored features are categorized into 9 groups, which are search filters, product viewing, recommendations, reviews, shopping cart, check out, customer support, notifications, and programs and rewards. The findings of this study can be used as guidelines to help entrepreneurs make better decisions in selecting the features for their websites.xi, 108 leaves : ill.application/pdfengผลงานนี้เป็นลิขสิทธิ์ของมหาวิทยาลัยมหิดล ขอสงวนไว้สำหรับเพื่อการศึกษาเท่านั้น ต้องอ้างอิงแหล่งที่มา ห้ามดัดแปลงเนื้อหา และห้ามนำไปใช้เพื่อการค้าCustomer relations -- Management -- Data processingConsumer behavior -- Thailand -- BangkokMaster ThesisMahidol University