Online Communication That Influences the Decision to Enter A Coffee Shop of Gen Y In Bangkok

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dc.contributor.authorSarisa Tantayotinth_TH
dc.contributor.authorNiwat Chantharatth_TH
dc.date.accessioned2564-07-16T07:40:52Z
dc.date.available2021-07-16T07:40:52Z
dc.date.issued2563-08
dc.description.abstractThesis study on "Communication through online media that influences the decision to enter a coffee shop of Gen Y in Bangkok." The objective of this study is to 1) Demographic Factors, 2) Consumer Purchasing Behavior, 3) The use of online media, and 4) The decision to enter a coffee shop of Gen Y in Bangkok. It is quantitative research, the sample group is 400 people aged between 18-37 years. The questionnaire was used as a data collection tool using a specific selection method in the coffee shop in eight districts, namely Lat Phrao District, Wattana Khet District. Ratchathewi District, Pathumwan District, Din Daeng District, Bang Khen District, Chatuchak District, and Bang Rak District by random sampling method. Analysis of answers by ready-made programs. It was using descriptive statistics, frequency distribution, percentage, mean, standard deviation, and using the hypothesis test with multiple regression analysis.The research results showed that most of the samples were female, single, with the highest education at the bachelor's degree or equivalent, occupation company employee / private employee. The average monthly income is 10,001 - 20,000 baht. Gen Y's purchasing behavior found that they most visited the coffee shop from 8-12 am. The frequency of entering a coffee shop 1-2 times a week. Coffee is the most type of drink in a coffee shop that was chose and the reason of consuming coffee is to reduce drowsiness and more refreshing.The drink purchase style is self-purchase and pays in cash. Most cafes are located in the workplacearea. The most common coffee shop access is Café Amazon, and the most social media choice for choosing a coffee shop is Facebook.th_TH
dc.description.sponsorshipSripatum Universityth_TH
dc.identifier.citationSarisa Tantayotin and. Niwat Chantharat (2020). Online Communication That Influences the Decision to Enter A Coffee Shop of Gen Y In Bangkok. Proceedings of The 6th Regional Conference on Graduate Research 2020 . 23 August 2020 , Sripatum University, Bangkok, Thailand.th_TH
dc.identifier.urihttps://dspace.spu.ac.th/handle/123456789/7701
dc.publisherSripatum Universityth_TH
dc.subjectOnline Communicationth_TH
dc.subjectConsumer Purchasing Behaviorth_TH
dc.subjectThe Decision to Enter A Coffee Shopth_TH
dc.titleOnline Communication That Influences the Decision to Enter A Coffee Shop of Gen Y In Bangkokth_TH
dc.typeArticleth_TH

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