AN ANALYSIS OF DIGITAL MARKETING COMMUNICATION FACTORS AFFECTING CONSUMERS’ PERCEPTION AND CONSUMPTION BEHAVIOR OF CHINESE ETHNIC IDENTITY FOOD IN THE SOUTHERN REGION
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Abstract
This research article aims to This research article aims to 1) Examine the personal factors of consumers of Chinese ethnic identity food in the southern region of Thailand 2) Assess the levels of digital media marketing communication factors, consumer perception, and intention to consume Chinese ethnic identity food among consumers in the southern region 3) Compare the differences in personal factors that influence consumer perception of Chinese ethnic identity food in the southern region 4) Analyze the influence of digital media marketing communication factors on perception and consumption intention behavior regarding Chinese ethnic identity food within the southern regional context and 5) Analyze consumer perceptions in the southern region that influence their intention to consume Chinese ethnic identity food. A quantitative research design was employed, using a survey method to gather data at a single point in time. A structured questionnaire was utilized as the research instrument. The sample consisted of 400 consumers from Nakhon Si Thammarat and Trang provinces who have experience consuming Chinese ethnic identity food and use digital media to seek food-related information. The results revealed that most consumers are working-age females with moderate income levels, who demonstrate high perceptions of the value, cultural significance, and hygiene of Chinese ethnic identity food. They expressed the highest level of opinion toward digital marketing communication, particularly in the dimension of social media. Social media has a positive effect on both consumers’ perceptions and their intention to consume food. Additionally, perceptions of cultural and food value emerge as key variables directly influencing the intention to consume Chinese ethnic identity food within the Southern regional context. This study contributes to a deeper understanding of
the role of digital media and personal factors in promoting Chinese ethnic identity food in the Southern region.
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References
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