THE FACTORS INFLUENCING ONLINE PURCHASE INTENTION FOR PLANT PROTEIN SHAKES FOR MILLENNIALS IN BANGKOK

Abstract

The importance of this study lies in its contribution to understanding consumer behavior toward plant protein shakes in the Bangkok market. By identifying the factors that influence online purchase intention, this study can inform marketing strategies and help an entrepreneur who is interested in this business better meet their target consumers' needs and preferences. This study investigates the determinants of online purchase intention for plant protein shakes among millennials in Bangkok. A survey was conducted on 209 millennials who had previously purchased plant protein shakes online within the last six months, and the data were analyzed using multiple regression analysis. The findings reveal that the perceived value of price, product knowledge, and information search positively influence online purchase intention. The study also examines the demographic characteristics of the respondents, providing insights into the target market for plant protein shakes in Bangkok. Additionally, the study explores the buying behavior of respondents, identifying their preferences for channel, price range, bottle size, and flavors. The results provide valuable insights for entrepreneurs, marketers, and manufacturers of plant protein shakes. Overall, this study contributes to the understanding of the factors driving online purchase intention for plant protein shakes among millennials in Bangkok, providing guidance for entrepreneurs seeking to develop effective marketing strategies and meet customer needs.