Consumer Demand Behavior towards the Loom Silk and Guideline for Promoting Local Wisdom Silk in the Digital Economic Era: A Case Study of Sai Ngam village, Nikhom Sub-district, Satuk District, Buriram Province
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Abstract
The aims of this study were to investigate consumer demand behavior and needs for silk looms based on Ban Sai Ngam local wisdom, to compare the status and consumer behavior towards purchasing loom silk according to the local wisdom of Ban Sai Ngam in terms of genders, incomes and educational levels of consumers, and to study the guidelines for promoting the wisdom of loom silk production in the digital economic era of Sai Ngam Village, Nikhom Sub-district, Satuk District, Buriram Province. The sample group consisted of the first group, 364 silk consumers who came to buy products, and the second group, 10 silk girders weaving entrepreneurs. The data obtained were analyzed, and the confidence value from other samples was .867. The following statistics were used: percentage, mean, standard deviation, t-test, and F-test. The results showed that overall, consumer demand behavior towards purchasing silk looms according to the local wisdom of Ban Sai Ngam was at a high level. They are arranged in the following orders, from the parts with the highest to the lowest mean: adding value to silk production in the digital era, silk purchasing decisions, promoting and maintaining the wisdom of silk production, loom silk demand, and of transferring the wisdom of looms, silk loom demand, the transfer of wisdom in loom silk weaving, and consumer behavior, respectively. The results of comparative opinions of buyers of local loom silk with Sai Ngam village categorized by genders, age, and educational levels revealed no significant differences. The following are the guidelines for promoting the wisdom of silk production: set prices to suit costs, reduce production costs, and use social media to sell products.
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เนื้อหาและข้อมูลในบทความที่ลงตีพิมพ์ในวารสารทดสอบระบบ ThaiJo2 ถือเป็นข้อคิดเห็นและความรับผิดชอบของผู้เขียนบทความโดยตรงซึ่งกองบรรณาธิการวารสาร ไม่จำเป็นต้องเห็นด้วย หรือร่วมรับผิดชอบใดๆ
บทความ ข้อมูล เนื้อหา รูปภาพ ฯลฯ ที่ได้รับการตีพิมพ์ในวารสารทดสอบระบบ ThaiJo2 ถือเป็นลิขสิทธิ์ของวารสารทดสอบระบบ ThaiJo2 หากบุคคลหรือหน่วยงานใดต้องการนำทั้งหมดหรือส่วนหนึ่งส่วนใดไปเผยแพร่ต่อหรือเพื่อกระทำการใดๆ จะต้องได้รับอนุญาตเป็นลายลักอักษรจากวารสารทดสอบระบบ ThaiJo2 ก่อนเท่านั้น
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