Factors Affecting Purchasing Decision on Health Food via Online Delivery Channels of Consumers in Hat Yai District, Songkhla Province

Abstract

This research aimed to: 1) study the purchasing decision on health food via online delivery channels of consumers in Hat Yai District, Songkhla Province and 2) study the factors affecting the purchasing decision on health food via online delivery channels of consumers in Hat Yai District, Songkhla Province. The population in this research included 435 people living in Hat Yai District, Songkhla Province through random sampling technique. A questionnaire was used as the data collection tool. The statistics used for data analysis were percentage, mean, standard deviation, and multiple regression statistics. The research results revealed that 1) the purchasing decision on health food products via online delivery channels mostly was on ready-to-eat health food. The reason for consumption was to have good health with the frequency of 1-2 times a 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 decision to purchase health food via online delivery channels of consumers in Hat Yai District, Songkhla Province showed a statistically significant difference at 0.05. The factors included product image quality, product information quality, attitude factors, and influential reference group factors respectively.