ปัจจัยที่มีผลต่อการตัดสินใจซื้อผลิตภัณฑ์เมล็ดกาแฟคั่ว ผ่านช่องทางออนไลน์ของผู้บริโภคในประเทศไทย

Abstract

The purpose of this independent study was to study the factors affecting purchase decision towards roasted coffee beans via online channels of consumers in Thailand. The sample were people who live in Thailand and used to buy coffee beans products via online channels and was a member of the coffee lovers group and coffee and roasted coffee beans trading groups on Facebook in Thailand. The data was collected using online questionnaires from 385 people. The analysis was based on Consumer Behavior Theories together with Online Marketing Mix factors (6Ps). The data acquired from the questionnaires were analyzed by descriptive statistics including frequency, percentage, mean, standard deviation and inferential statistics including One-way ANOVA. The results of the study showed that most of the respondents were male, 18 - 27 years old, graduated with a Bachelor’s degree. They had been working as employees of private companies, moreover, their average monthly income were 15,001 – 30,000 Baht. The results of the study on purchasing behavior towards roasted coffee beans via online channels found that most of the respondents used to buy most of the Starbucks brand roasted coffee beans via online channels and followed roasted coffee bean shops on Facebook Page. They bought the products for themselves for daily consumption. In addition, the reason for choosing to buy is the taste, the smell and color of coffee. Facebook and Shopee were online channels where they most often bought the products with purchase frequency less than once per month amount 401 – 600 Baht per time and regularly preferred to buy the same brand. Furthermore, in terms of information to make purchasing decisions, they often asked from acquaintances or friends, moreover, researched the reviews on online media for instance Facebook or website etc. and also made their own purchase decisions. The results of the study on online marketing mix that affect the purchase decision towards roasted coffee beans via online channels found that the most influential factor was Privacy, the highest sub-factor was having a secure payment system. Followed by Price, the highest sub-factor was the price is suitable for the quantity when buying via online channels. Place, the highest sub-factor was it is convenient to buy products, can order products anytime and anywhere. Personalization, the highest sub-factor was there is a way to help solving problems for customers immediately in case of error for instance delivery wrong products. Promotion, the highest sub-factor was promotional activities are held regularly such as giving discounts during various festivals. And lastly was Product, the highest sub-factor was the tase and the smell of products. Comparing the differences between personal factors including gender, age and monthly income affecting the opinion level on online marketing mix that affects the decision to buy roasted coffee beans via online channels found that different gender and different monthly income of opinion towards online marketing mix affecting decision to buy roasted coffee bean products via online channels were statistically significant different at 0.05 level.