The Influence of Content Format and Online Media Channels on Consumers’ Purchase Decision-Making Regarding Red Algae in Bangkok
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Abstract
This research aimed to examine the influence of content formats and online media exposure channels on consumers’ purchase decision-making processes regarding red algae in Bangkok. This study employed a quantitative research methodology. An online questionnaire was used as the instrument for data collection from a sample of 404 individuals residing in Bangkok who had previous exposure to information about red algae, using a multi-stage sampling method. Data were analyzed using descriptive statistics (frequency, percentage, mean, and standard deviation) and inferential statistics, specifically one-way ANOVA and Chi-square tests, to test the hypotheses at a .05 level of statistical significance. The findings revealed that the majority of consumers (70.8%) received information about red algae through online media channels such as Facebook, YouTube, and TikTok. The most frequently accessed content format was video reviews or short clips (51.2%). The content factor most influential on purchase decision-making was consumer reviews (23.74%), reflecting the importance of credibility, followed by media featuring easily comprehensible images or graphics (22.03%). Hypothesis testing results indicated that media content format was the sole factor significantly related to both aspects of consumer behavior: purchase frequency (p-value = .029) and purchase decision-making (p-value = .003). Meanwhile, media exposure channels were also significantly related to purchase frequency (p-value = .008). These findings indicate that selecting appropriate online media channels and content formats tailored to the target audience directly influences consumers’ purchase decision-making process regarding red algae in the digital era, providing beneficial insights for marketers in planning future communication strategies.
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King Mongkut's Agricultural Journal
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