Factors Affecting the Decision to Purchase Healthy Food Via Online Delivery Channels of Consumers in Hat Yai District, Songkhla Province

Abstract

This research aimed to 1. Study the purchasing behavior of health food via online delivery channels of consumers in Hat Yai District, Songkhla Province and 2. Study the factors affecting the decision to purchase health food via online delivery channels of consumers in Hat Yai District, Songkhla Province. The population in this research was 435 general public living in Hat Yai District, Songkhla Province. The sampling method used was accidental sampling. A questionnaire was used as the data collection tool. The statistics used for data analysis were percentage, mean, standard deviation, and multiple regression hypothesis testing. The research results found that 1. The purchasing behavior of health food products via online delivery channels mostly consumed ready-to-eat health food. The reason for consumption was to have good health. The frequency was 1-2 times per week. The most frequent online purchase channel was LINE MAN. The consumption period was uncertain. The cost per purchase was 100-300 baht. The payment channel was transfer/payment via bank applications. 2. Factors affecting the purchasing decision of health food via online delivery channels of consumers in Hat Yai District, Songkhla Province, with a statistically significant difference at 0.05. Factors of product image quality Product information quality factors, attitude factors, and influential reference group factors, respectively