Analysis of Health Food Buying Behavior on Social Media of Undergraduate Students at Bangkokthonburi University
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Abstract
This study aims to: (1) examine the factors influencing the decision to purchase health food among undergraduate students at Bangkokthonburi University via social media platforms, (2) analyze the relationship between social media usage behavior and the frequency of health food purchases, and (3) explore students’ opinions and perspectives on the role of online content and communication affecting their purchasing decisions. The sample consisted of 400 undergraduate students from Bangkokthonburi University. Data were collected using a questionnaire and analyzed through descriptive statistics and multiple regression analysis.
The findings reveal that most respondents were female, aged between 21 and 23 years, studying in the Faculty of Law, with an average monthly income between 5,001 and 10,000 Baht. Regarding purchasing behavior, most students reported buying health food online at least once a week. Analysis of the extended marketing mix (7Ps) indicated no significant differences across price, process, physical evidence, place, and people. However, the product and promotion factors were found to have a statistically significant influence on purchasing decisions at the 0.05 level.
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