The Elderly’s Behavior using Social Commerce in the Restaurant Business Case Study: Bangkok Province

Abstract

The purposes of this research were to 1. investigate the elderly’s behavior in commercial use of social media in the restaurant business in a case study of Bangkok province, and 2. provide a guideline for appropriately developing and adjusting online marketing models and strategies for commercial use of social media in restaurant business. A closed-ended and open-ended questionnaire was used to collect the data from 400 samples of the elderly using a sampling method for uncertain populations. Statistics used in the study were percentage, mean, standard deviation for each item, and hypothesis testing, t-test and F-test.

Th research results were presented and statistical analysis was revealed that, 1) regarding personal factors, the majority of the elderly respondents were female ( =51.7), aged between 60 and 69 ( =55.8), received a bachelor’s degree ( =53.3), were married ( =79.0), earned between 10,001-20,000 baht, and lived in Bangkok; 2) In term of experience, the most frequent use of social media in restaurant business for ordering food and beverage was 1-3 days per time ( =86.5), on Sunday ( =58.5), between 12:00 and 15:00 ( =43.5), and via Grab Food ( =79.3) and Line ( =70.0); 3) as for the elderly’s behavior in the commercial use of social media in the restaurant business, nine aspects of the behavior were at a very high level (  = 3.59), six were at a high level, and three were at a moderate level;