Teangsompong Teerapong, Sawangproh Weerachon
Business Administration Program, School of Interdisciplinary Studies, Mahidol University, Kanchanaburi Province, Thailand.
Conservation Biology Program, School of Interdisciplinary Studies, Mahidol University, Kanchanaburi Province, Thailand.
Heliyon. 2024 May 7;10(10):e30785. doi: 10.1016/j.heliyon.2024.e30785. eCollection 2024 May 30.
This research explored Thai consumers' online purchase intention for plant-based foods (PBFs), investigating factors shaping this intention and the impact of self-efficacy. Conducting surveys on 402 individuals from Bangkok, Thailand, the study employed structural equation modelling (SEM) to analyse relationships among consumer identity, online brand trust, social influence, perceived value, and self-efficacy concerning online purchase intention. Findings revealed significant influences of consumer identity, online brand trust, social influence, and perceived value on online purchase intention, with online brand trust having the most significant direct effect. Additionally, self-efficacy moderated the impact of these factors on online purchase intention. The study's contribution lies in highlighting the role of online brand trust and self-efficacy levels in shaping consumer behaviour, which is crucial for promoting sustainable dietary choices and improving well-being through digital marketing strategies.
本研究探讨了泰国消费者对植物性食品（PBFs）的在线购买意愿，调查了影响这一意愿的因素以及自我效能感的影响。该研究对来自泰国曼谷的402个人进行了调查，采用结构方程模型（SEM）来分析消费者身份、在线品牌信任、社会影响、感知价值以及与在线购买意愿相关的自我效能感之间的关系。研究结果表明，消费者身份、在线品牌信任、社会影响和感知价值对在线购买意愿有显著影响，其中在线品牌信任的直接影响最为显著。此外，自我效能感调节了这些因素对在线购买意愿的影响。该研究的贡献在于强调了在线品牌信任和自我效能感水平在塑造消费者行为方面的作用，这对于通过数字营销策略促进可持续饮食选择和改善健康状况至关重要。
