Purchasing healthy food through facebook.

Abstract

The purpose of this research examine why Thai consumers order healthy food through Facebook . The finding will be enable to healthy food business to understand more attitude and behavior of consumers. This paper using research model based on the technology acceptance model (TAM), Theory of Planned Behavior (TPB) model and previous studies. The sample have age range on 25 – 30 and have difference in occupation, estimated household income and educational level. Online survey and in-depth interview were conducted. The sample size of in-depth interview is 20, other is 60. After data analysis, both findings prove that Perceived Usefulness and Perceived Playfulness are the most relevant factors. These strong factors influence people to purchase healthy food through social networking site. From these finding, it can be used as the guideline entrepreneur for doing online marketing activities through this social media. KEY WORDS: Facebook, Purchasing, Healthy food, TAM model, TPB model.