Factors Influencing Decision to Buy Food Via Social Media on Facebook: A Case Study of Facebook Groups “Food Ready for Delivery, Rama 2 - Bang Khun Thian - Tha Kham”

The objectives of the study on Factors Influencing Decision to Buy Food Via Social Media on
Facebook: A Case Study of Facebook Groups “Food Ready for Delivery, Rama 2 - Bang Khun Thian - Tha
Kham” are (1) to compare demographic factors with behavior of the social media use influencing decision
to buy food via social media on Facebook group; (2) to investigate factors of mix marketing influencing decision to buy food via social media on Facebook group; (3) to study factors of attitude towards online selling and purchasing influencing decision to buy food via social media on Facebook group and; (4) to discover factors in satisfaction with online selling and purchasing influencing decision to buy food via social media on Facebook group. This study is survey research which simple random sampling was employed to gather data from 400 samples. The collected data was analyzed by statistic application package. In order to
analyze the data, frequency distribution, percentage, mean, one – way Anova, Multiple Linear Regression
were applied. The findings provided that (1) average income of the samples influenced decision to buy
food via social media on Facebook group significantly statistically at .05; (2) Respondents’ varied behaviors
affected their choice to purchase food through social media in various ways on Facebook groups. For those
who offer information and guidance to help you decide how to pay for your food purchases on Facebook
Groups as well as other options for information and assistance. different On the Facebook group, there were differences in the factors that influenced food purchase decisions at the.05. statistical significance level.; (3) mix marketing factors of price, selling channel, marketing promotion and physical aspects influenced decision to buy food via social media on Facebook group significantly statistically at .05; (4) attitude towards online purchasing and selling influenced decision to buy food via social media on Facebook group significantly statistically at .05; and (5) satisfaction with online selling and purchasing influenced decision to buy food via social media on Facebook group significantly statistically at .05.