GOVERNMENT SUPPORT AND DIGITAL MARKETING THAT INFLUENCE FOOD PURCHASE INTENTIONS OF ELDERLY PEOPLE TRAVELING TO VISIT SONGKHLA PROVINCE
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Abstract
This research is a quantitative research with the objectives to 1) study government support factors that influence food purchasing intentions of elderly people traveling to Songkhla Province and 2) to study digital marketing factors that have influence on food purchasing intentions of elderly people traveling to visit Songkhla Province. The sample group is Thai people aged over 60 years (elderly) . The research instrument was a questionnaire. Selecting respondents purposively and finally can collect data from a sample of 389 people. Statistics in the research include percentage, frequency, mean, and standard deviation and multiple regression analysis. The research results found that the majority of respondents were between 61 - 70 years old, female, and had a career as a retired civil servant and have income within the range 20,001 - 30,000 baht. As for the results of the analysis of the mean and standard deviation of purchase intention, mean value was found to be 3.56 (S.D. = 0.68) . Government support results in evaluating the opinions from the sample were at a moderate level, the mean value was found to be 3.34 (S.D. = 0.57) and digital marketing had a high level of evaluation of opinions from the sample group, the mean was 3.58 (S.D. = 0.67) . The results from the multiple regression analysis found that government support influence food purchase intention of elderly people traveling to Songkhla province (β = 0.231, t = 7.118) , and digital marketing influences the food purchasing intention of elderly people traveling to Songkhla province (β = 0.679, t = 2.143) .
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