อิทธิพลของปัจจัยด้านจิตวิทยาต่อความตั้งใจซื้ออาหารฟังก์ชันของผู้บริโภคชาวไทยในจังหวัดสงขลา

Abstract

This research is a survey research which aims to study the psychological influences toward purchase intention for functional foods of Thai consumers. The questionnaire is defined as an instrument for collecting data in 394 Thai consumers in Songkhla province and the sample selection is based on an accidental sampling technique. Statistical methods that are used for data analytic are frequency, percentage, mean and standard deviation while Multiple Regression Analysis is used in hypothesis testing. The result shows that, with statistical significance, attitude toward functional foods affects purchase intention for functional foods of Thai consumers in Songkhla the most, followed by perceived benefits from using functional foods, while, with no statistical significance, conscientiousness and health consciousness have no effect on purchase intention for functional foods of Thai consumers in Songkhla. Also, the regression model can forecast the functional foods purchase intention by 62.10%. This study will benefit the entrepreneur in producing or importing functional foods which most corresponds to Thai consumers' requirements.