ปัจจัยการสื่อสารที่ส่งผลต่อการตัดสินใจซื้อผลิตภัณฑ์สำหรับผู้สูงอายุ เพื่อการเตรียมพร้อมสู่เศรษฐกิจอายุวัฒน์ (Longevity Economy)

Abstract

        This research contained three objectives: 1) to study the factors of message contents, communication channels, satisfaction toward message contents and communication channels and decision to purchase products for the elderly to prepare for longevity economy, 2) to classify the factors of message contents and communication channels into groups and 3) to study the factors of communication that can jointly predict the decision to purchase the products for the elderly to prepare for longevity economy. This research was conducted with quantitative methodology by utilizing survey research method and using one-shot case study with close-ended questionnaire as a tool for collecting data. The data have been collected from 408 senior citizens aged 60 years and older who resided in Bangkok Metropolis and its vicinity. The research indicates the following results. 

        The sample group strongly agreed with the factors of the message contents related to 1) the message contents provide useful information and health awareness 2) the contents offer self-care knowledge and 3) the contents present medical data. For the factors of communication channels, the sample group agreed with 1) product presentation on TV 2) be advised by family members and 3) be confirmed by trustworthy people. In addition, the sample group was highly satisfied with the message contents and the communication channels, and the sample group would have intention to purchase the products for the elderly to prepare for longevity economy in high level.  

        Categorizing the factors of message contents and communication channels were classified into four groups as follows: 1) warning and psychological contents 2) physiological content 3) entertainment content and 4) motivational content. Meanwhile, the factors of communication channels influencing decision to purchase products for the elderly are classified into four groups as follows: 1) online social media 2) activity and printing media 3) mass media and 4) personal media.

        As for the communication factors in terms of message contents and communication channels influencing decision to purchase products for the elderly to prepare for longevity economy with statistical significance at the .001 level. It was found that all four factors were: 1) mass media 2) physiological content 3) personal media and 4) online social media respectively.