อิทธิพลของข้อมูลจากการรีวิวร้านกาแฟต่อกระบวนการตัดสินใจของนักท่องเที่ยวในจังหวัดเชียงใหม่

Abstract

The objective of this independent study was to study the influence of information from coffee shop reviews towards decision making process of tourists in Chiang Mai province. The study was conducted on tourists who chose to use cofiee shops in Chiang Mai, who received information from reviews about coffee shops. The data were collected by distributing online questionnaires to 400 people. The data were then analyzed using descriptive statistics namely frequency, percentage and mean. Inferential statistics (One-way ANOVA) at 95% confidence level were used to compare the difference between the mean of more than two samples which is the tourists in Chiang Mai of different ages and average monthly income. The study found that most of the respondents are male whose ages range is between 26-30 years old. The majority works as an employee in private businesses with an average monthly income of 10,001-20,000 baht. They received information about coffee shops mostly from Facebook reviews. The main purpose of using social media related to coffee shops is to search for information about coffee or coffee shops that they are interested in. They usually use social media to follow news and information, without participating in that post. The majority are those who like and are interested in information about coffee shops. Their characteristic is that they like to taste coffee, when received information about a coffee shop, they must find the coffee shop and taste the coffee. They like to follow online channels of people or fan pages that write reviews about coffec shops. The fan page that is most liked and followed by the respondents is the Cafe Chiang Mai fan page. The reason for following or liking that channel is because they have photos and vidcos that are interesting, beautiful and looks appetizing. The findings are the same for all age groups and income groups, except for the characteristics of using social media, and online channels of coffee shops or channels that review coffee shops that the respondents followed and liked which there is a difference according to age and income group. Coffee Shop Reviews Towards Decision Making Process, the research found that: 1) In terms of needs recognition, it was found that the respondents were interested in information about coffee shops before using online channels. They receive coffee shop information from photos and videos posted by their friends and families, and their favorite content is pictures. 2) In terms of searching for information, it was found that after respondents receive information about coffee shop reviews, they have a moderate level of demand for additional information before deciding to use the service. The method used for searching for information is by searching a person's name, the name of the coffee shop, or the name of other sources that review the shop. The information that they seek most is pictures. 3) In terms of evaluating alternatives, it was found that the key factors driven respondents to select coffee shops were; 1. Common information about coffee shops on online media from coffee shops owner and reviews about coffee shops about the location (check-in) of the shop that is accurate 2. Information from famous influencer/coffee shops reviewer which consists of information from their real experience. 4) In terms of purchasing decision, it was found that information from the reviews has a high influence on decision making. Most respondents sometimes use the information from reviews to make a decision. The reason that they used information from reviews was because they were able to perceive reliable information of the coffee shops such as pictures of coffee menus and locations. Respondents who never used information from coffee shop reviews to make a decision, it was because they feel that the information is exaggerated, or it may not be true. 5) In terms of post-purchasing evaluation, it was found that after selecting a coffee shop using information from the reviews, the respondents were satisfied at a moderate level. When respondents were satisfied, they normally clicked "Like". However, the reasons they were not satisfied were because they don't like the taste of coffee and it did not match the reviews. On the other hand, when they are unsatisfied with the coffee shop, they would click "Un-follow" the coffee shop or that source of information.