FACTORS AFFECTING FACEBOOK CHANNELS ON PURCHASE DECISION OF THE CONSUMER GLUTINOUS RICE THROUGH IN UDON THANI PROVINCE

Daranee Daungprom, Chalida Srisunthron

ABSTRACT:

This research was to study the needs of glutinous rice consumers in Udonthani province who decided to buy glutinous rice through Facebook channel. the objectives of the study are 1) To study the factors affecting Facebook channels on Purchase Decision of the consumer glutinous rice through in Udonthani province. 2) To study social media marketing guidelines affecting the decision to buy glutinous rice through Facebook of consumers in Udonthani province. And 3) To study methods for distribution channels of glutinous rice through online society. Community enterprise, large plot promotion group, sticky rice queen, Phon Ngam sub-district Udonthani Province. of 400 people using a quantitative research selection method. Research tools include questionnaires. The statistics used to analyze the data are averages. The results showed that Demographic factors of 400 people, the respondents were female. are between 41-50 years educational level below bachelor's degree occupation business owner/freelance and housewife/butler with an average monthly income of less than 15,000 baht, decides to buy glutinous online channels such as Facebook the frequency of online shopping is 1 times a month. and the average price of glutinous rice purchased through online channels is 501-1,000 baht. The results of social media marketing correlation analysis it was found that the aspect of entertainment specificity and trust the results of the analysis of the relationship of information system quality it was found that the system quality and service quality affecting the decision to buy glutinous Facebook channel of consumers in Udonthani province.

KEYWORDS: Decision, Glutinous rice, Facebook channel

DOI: 10.62788/b1W6n9P4dL

PUBLISHED IN: ICMIESS 2023 Conference Proceedings

DATE OF CONFERENCE: 1st - 2nd MAY 2023

CONFERENCE LOCATION: OKINAWA, JAPAN

PUBLISHER: EDUCATION STUDIO (THAILAND) CO., LTD.

ELECTRONIC ISBN: 978-616-7901-68-8

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