FACTORS INFLUENCING BANGKOK RESIDENTS' SELECTIONS OF HEALTHY FOODS TO PURCHASE ONLINE

Chavakorn Kaewhirun, Benya Whangmahaporn, Nathayu Wantayakul

ABSTRACT:

The objective of the study was to study the factors influencing Bangkok residents’ selections of healthy food to purchase online. The population was Bangkok’s residents. It was a male and a female between the ages of 18-60 years old who was an online customer. A sample of 400 cases was drawn from the online customer by using a formula of infinite population value, in order to define reliability at 95 percent, permissible error not over at 5 percent, and purposive sampling. The questionnaire survey was conducted for the collection of data on the attitude toward buying healthy food, lifestyle, and the factors influencing healthy food to purchase online. The research result found that most of the responses were female with 226 persons there is aged between 18-30 years old, single status, and occupation was an officer of a private company who had a salary of 10,000 – 20,000 Thai baht, who had regular access to websites or applications for selling products. The opinion and attitude of consumers found that the sample group has an attitude that influenced the purchase of healthy food through online channels as follow buying health food through online channels it’s a saving time and customers don’t have to stand in queues and don’t have to spend time traveling. Buying healthy food with online channels, its saving time cooking and it’s also convenient in daily life. The opinion of the factor lifestyle found that the sampling group has a lifestyle that influences the purchase of healthy food through online channels as followed by, staying away from foods that are high in fat, routinely consuming fruit, and avoiding fermented foods. The opinion of the factor lifestyle found that product reviews from consumers about the websites or applications that accept payments and are connected to bank applications and there are services that enable customers to alter their own items, so it was influencing the sample's decision to buy healthy food online.

KEYWORDS: Purchase Online, Healthy Foods, Attitude, Lifestyle

DOI: 10.62788/R9d1X2m7Nw

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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