รูปภาพและวีดีโอคอนเทนต์บนสื่อสังคมออนไลน์ที่มีผลต่อการตัดสินใจของคนวัยทำงานในประเทศไทยในการเลือกร้านอาหาร

Abstract

The study is conducted to examine photos and video contents on social media affecting the decision making of working people in Thailand towards selecting restaurants. The online questionnaire was employed to collect data from 400 respondents. The questionnaire was posted on Konkhrua forum on Pantip website and the five most popular Facebook pages of restaurant recommendations at that time, namely Starvingtime, @Tid_Review, BKreview, @kinnkeng, and Paidonnn (Porntip, 2018). The questionnaire was also distributed to online users who used social media, such as Line and Facebook, for food and restaurants. The data was analyzed by descriptive analysis including frequency, percentage, and inferential statistics which were analysis of one-way ANOVA to test age income and occupation. The findings showed that the majority of the respondents were females aged between 20 and 30. They were private company employees with a monthly salary of 15,000-30,000 Baht. The social media they regularly used were Line, Facebook, and YouTube. From 8.00 to 12.00 p.m. was the preferable time they spent on social media. The majority of the respondents saw the contents of food and restaurants on social media shared by their online friends. When they saw the contents and wanted to have additional information, most of them would search more on Facebook, Wongnai, and Pantip. Furthermore, the findings also indicated that the majority of the respondents were most interested in photo content and they chose the restaurants mainly from the menu. The following is the 5As model which is the framework to describe a consumer path to restaurant selection. 1. Aware: In this phase, the beauty of the dish decoration and the good restaurant atmosphere were the photo content which made the respondents recognize the restaurants the most. 2. Appeal: The content concerning customers’ opinions and reviews had the most influence on attracting the respondents’ attention. 3. Ask: In the ask stage, online social media of the restaurants and the information on food prices had the most effect on the respondents’ requests for more information. 4. Act: The marketing mix factors having the most influence on decision-making were as follows: In terms of product, it was the food flavor. In terms of price, it was an appropriate price for flavor and food ingredients quality. In terms of place, it was the convenience to get to the restaurants. In terms of promotion, it was a promotion, such as discounts and giveaway. In terms of people, it was the staff being polite and courteous. In terms of physical evidence, it was the cleanliness of the restaurants. In terms of process, it was the menu showing the prices clearly. 5. Advocate: The social media most respondents used to express their food satisfaction and dissatisfaction was Facebook, Instagram and Line. The information they would pass on to someone when they were satisfied with the food was the delicious-looking food. On the contrary, if they were not satisfied with the food, the information they would pass on to others was their opinions on the food. When the data affecting the 5As consumer path in aware, appeal, ask, and act stages was compared to the analysis of variance categorized by age, income, and occupation, the result showed that there was a statistically significant difference at the 0.05 level in some sub-factors.