BEHAVIOR OF FACEBOOK APPLICATION AND LINE AFFECTING THE PURCHASING DECISION OF TOURISTS’ PRODUCTS AND SERVICES: A CASE STUDY OF DON WAI FLOATING MARKET AFTER THE COVID-19 SITUATION

Abstract

The purpose of this research was to investigate the behavior of using Facebook and Line applications that influence the decision to purchase products and services of tourists at Don Wai Floating Market. The sample used in this study consists of 400 Facebook and LINE application members visiting Don Wai Floating Market. Questionnaires were used as a tool to collect data. Data were analyzed using various statistical methods: Frequency, percentage, mean, and standard deviation, as well as hypothesis testing with t-test, one-way ANOVA, and chi-square correlation analysis.

The results show that most of the respondents were female, between 31 and 40 years old, with a bachelor's degree, marital status, employee of a private company, and an average monthly income of more than 20,001 baht. The frequency of using the service is once a week, during the usage time from 08:00 to 18:00. The duration of using the service is less than 1 hour via the device used, such as a smartphone. The purpose of use is to receive information about the Don Wai Floating Market and promotional activities, and to interact with the community by using the Facebook and Line application to like the featured content. In testing the hypotheses, demographic factors such as gender, age, occupation, and income, excluding education and marital status, were found to be factors influencing the decision to use products and services on the Don Wai Floating Market with statistical significance at the .05 level. Facebook and Line application usage behaviors are related to the decision to purchase Don Wai floating market products and services. Statistically significant at the .05 level.