แหล่งข้อมูลที่มีผลต่อผู้บริโภคในอำเภอเมืองลำปางในการตัดสินใจซื้อเฟอร์นิเจอร์

Abstract

This study aims to study the information sources influencing consumers in Mueang Lampang district towards decision to purchase furniture. A survey was conducted with a sample of 404 respondents who had purchased furniture within the past year. The research involves the questionnaire survey with a sample quota sampling method, which was employed to ensure representation based on population proportions. The total number of respondents included 204 individuals aged between 20 and 45, representing the early and middle working age groups. The remaining 200 individuals aged between 46 and 66 were included, representing the late working age and retirement age group. The statistical methods used to analyze the data included frequency, percentage, mean, as well as the Chi-square test and Independent Samples t-test. The majority of participants were female and held a bachelor's degree, with an average monthly income ranging from 20,001 to 30,000 baht. The frequency of furniture purchases was generally 1-2 times per year, driven by the need to replace broken or damaged items. The average spending amount is not more than 6,000 baht per time. They searched furniture information from offline platforms from storefronts (showrooms) and online platforms by using a regular search from Facebook, while they spent 51-60 minutes per time. The study identified four primary information sources that significantly influenced consumers in their furniture purchase decisions: personal, commercial, public, and experiential sources. Both age group used self-experiment as the most influent source leading to purchasing decision at the decision-making process (AIDA Model). Furthermore, the self-experiment exhibited a significant impact on the purchasing decisions, demonstrating a high level of influence. However, there were notable variations in the information sources preferred by different age groups. The early and middle working age groups tended to rely on personal information sources from parents or relatives, as well as commercial sources from salespeople and Shopee platform. In contrast, the late working age group and retirees favored personal information sources from spouses or offspring, along with commercial sources from salesperson and billboards. Both groups shared a preference for public information sources such as Baan Lae Suan magazine, as well as experiential sources through product trials.