Factors Affecting the Use of E-Commerce Services for Purchasing Health Supplement Products by Senior Consumers in the Eastern Region of Thailand

This research aims to 1) study the factors affecting the use of e-commerce services for purchasing health supplement products by senior consumers in the eastern region of Thailand, and 2) test the influence of the components of factors affecting the use of e-commerce services for purchasing health supplement products by senior consumers in the eastern region of Thailand. The quantitative research was conducted by surveying data from elderly individuals aged 60 and above. The tool used was a questionnaire, and multivariate statistics were applied, leading to the development of a structural equation model (SEM). The research findings revealed that the structural equation model of factors affecting the use of e-commerce services for purchasing health supplement products by senior consumers in the eastern region of Thailand was consistent with the empirical data, with a p-value of 0.06, CMIN/DF = 1.17, GFI = 0.96, and RMSEA = 0.01, with statistical significance at 0.001, meeting the established criteria. The analysis of variables within the newly developed model showed that, when considering the overall influence, brand equity had the most direct impact on service confidence, with a coefficient = 0.91. This was followed by digital marketing, which had a direct influence on brand equity = 0.83 and product value = 0.53. Service confidence had a direct influence on customer satisfaction = 0.37, and product value also had a direct influence on customer satisfaction = 0.37 respectively. This shows that senior consumers prefer buying products from reliable distributors. The brand reflects the image of the organization and its products, making the brand easily recognizable and boosting senior consumer’s confidence in using the product.