การรับรู้เรื่องราวของข้าวสังข์หยดเมืองพัทลุงที่ส่งผลต่อความตั้งใจซื้อของผู้บริโภค

Abstract

The objective of this research was to study the perception of Sangyod Muang Phatthalung Rice that affected consumers' purchasing intention. The research was divided into 2 steps. Firstly, the researcher conducted a qualitative interview to explore the story of Sangyod Muang Phatthalung Rice. The result showed that the story of Sangyod Muang Phatthalung Rice was divided into 5 aspects, which are: 1) Sentimental value 2) Mythology 3) Relationship between product and geography 4) Nutrition 5) Soil fertility. Therefore, these stories are taken to conduct the survey in second step. The researcher used the questionnaire to collect data for the following objectives 1) To study the perception of Sangyod Muang Phatthalung Rice that affects the attitude of consumers towards this kind of rice 2) To study the perception of Sangyod Muang Phatthalung Rice and consumer's attitudes toward Sangyod Muang Phatthalung Rice that affect purchase intention for this kind of rice. The selected sample were 385 consumers who had never bought and knew Sangyod Muang Phatthalung Rice. The statistics used are frequency, percentage, mean, standard deviation and the regression analysis. The results showed that most consumers are female at the age between the ages of 20 - 30 years old with a career as an employee of private company. They hold a bachelor's degree, single and have average monthly income 15,001-25,000 baht. It was found that most favorite story aspect of Sangyod Muang Phatthalung Rice for most consumers is nutrition, which is 27.8% and followed by sentimental value, which is 23.3%. Moreover, consumers also see that nutrition is also the most interesting narration. In addition, the perception of Sangyod Muang Phatthalung Rice affects consumer's attitudes toward Sangyod Muang Phatthalung Rice at 52.9 % (R2 = .529) and the perception of Sangyod Muang Phatthalung Rice and Consumer's attitudes toward Sangyod Muang Phatthalung Rice affect purchase intention at 50.1 (R2 = .501) with statistically significant at 0.01 level.