THE FUTURE TREND OF BUBBLE MILK TEA IN BANGKOK AFTER COVID 19 PANDEMIC: APPLYING THE THEORY OF PLANNED BEHAVIOR
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Abstract
Bubble milk tea is a famous drink from Taiwan since 1980 and became famous in Thailand in 2001. This kind of beverage is rapidly very popular among Thai customers who love sweet drinks, especially the pearl beads that are added to the bubble milk tea help to please the customers to enjoy the bubble milk tea. Bubble milk tea is one of the promising business and still keep growing in Thailand and other countries. This research applied and planned behavior theory to study the customer purchasing behavior of bubble milk tea in Bangkok, Thailand after the spreading of the COVID-19 pandemic. The sample size is the bubble milk tea customers in Bangkok with the age between less than 20 years old and more than 50 years old. The purposive sampling method was applied to screen and choose the respondents. In a total of 546 bubble milk tea customers responded to the questionnaire in both an online survey and paper questionnaire. The SEM (Structural Equation Modeling) with the help of the AMOS program was used to analyze the data and path analysis. The result shows that attitude, subjective norm and perceived behavior control are 3 main factors that have strongly effect and influence on the purchasing intention of the bubble milk tea in Bangkok. While purchasing intention has the strongly effect to mediate the relationship between theses 3 factors (attitude, subjective norm and perceived behavior control) with the purchasing behavior. This research suggested the business owner to focus on the effort of increasing the positive attitude and perceived behavior control to their customers because there are the significant factors that increase the intention to purchase which lead to the purchasing behavior of their customers.
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