การยอมรับเทคโนโลยีและพฤติกรรมผู้บริโภคในภาคใต้ที่มีอิทธิพลต่อความตั้งใจซื้อเครื่องดื่มปราศจากแอลกอฮอล์ผ่านช่องทางออนไลน์

Abstract

This study aimed to investigate the technology acceptance of consumers in the South of Thailand towards online purchase intention of non-alcoholic beverages and to compare the online purchase intention of non-alcoholic beverages and customer segments classified by their behaviors. This quantitative study used online questionnaire to gain data from 400 customers in 14 southern provinces of Thailand with an online shopping experience. While the descriptive statistics analysis concerned with frequency, percentage, mean, standard deviation, the inferential statistics analysis involved the multiple linear regression analysis and one-way ANOVA. The results of this study revealed that the overall public opinions on the technology acceptance was at very high level. In addition, the technology acceptance affecting the purchase intention included the attitude towards the usage and the actual use; the factors not affecting the purchase intention consisted of perceived usefulness and perceived ease of usage. Regarding consumer behavior, they were most interested in juice, ready-to-drink tea, and canned coffee, respectively. After searching for deals on different platforms, they would buy these products on social commerce platforms by themselves when the products announced a promotional discount. The total cost was 301 – 600 baht per order with 3 – 4 orders per month. The differences in consumer behaviour, namely the number of orders, the frequency of orders per month, the research before making a purchase, showed differences in the online purchase intention of non-alcoholic drinks with a statistic significance of 0.05.