Abstract
This research has been done to determine factors and the influence level of each factor to apply Digital marketing of OCOP products in Thái Nguyen province. Through a survey conducted with all OCOP participants in Thai Nguyen province, the author used SPSS and PLS Smart software to perform testing and structural equation modeling (SEM) analysis. Results show that all six factors (Government Support; Competitive Pressures; Owner Skills and Support; Orgnizatinonal Resources; Perceived Usefulness; Perceived Ease of Use) have a positive impact on the application of digital marketing for OCOP products in Thai Nguyen, with government support being the most influential factor. Accordingly, the author proposes a number of solutions to promote the application of digital marketing for OCOP products in the local area.
Keywords: OCOP, digital marketing, factors, influence, Thai Nguyen.
JEL classification: L8, L86, L81.
Để đọc toàn văn vui lòng nhấn vào xem chi tiết.
Ban biên tập Tạp chí Kinh tế & Quản trị Kinh doanh
Phòng 514, Nhà điều hành, trường Đại học Kinh tế & Quản trị Kinh doanh
Địa chỉ: Phường Tân Thịnh, thành phố Thái Nguyên
Email: tapchikt-qtkd@tueba.edu.vn; Điện thoại: 0208.3903373
