Consumer attitudes toward RTD green tea related to health consciousness.

Abstract

The aim of this study is to investigate factors affect consumer’s behavior who purchase through social network platform. Online purchase behavior studies and online decision making process were applied in this study. Using quantitative research to gather data and questionnaire survey were distributed through online channel. Random sampling method was applied to distribute the questionnaires, and the quantitative data were analyzed in statistical with 216 respondents. Multiple regression analysis was used to explain relationship between both subjective factors and objective factors and online consumer behavior in social network. The results show critical factors that affect the online consumer behavior in social network that help online sellers adopt the suitable strategy to attract consumers.

KEY WORDS: Healthy Lifestyle / Consumer Attitude / RTD green tea