รูปแบบการดำเนินชีวิต การแสวงหาข้อมูล และพฤติกรรมการซื้อสินค้า และบริการของผู้บริโภคที่ใส่ใจสุขภาพ

Abstract

This research aims to segment lifestyles of health-conscious consumers, determine relations among lifestyles, information seeking and purchasing behavior as well as identify factors affecting health products and services’ purchasing behavior. Questionnaires were used as a method to collect data from 400 health-conscious consumers, 18-60 years old, living in Bangkok. Analyze data using Factor Analysis, Pearson’s Correlation Coefficient and Multiple Regression Analysis. The results are found as follows: 

(1) Lifestyles were segmented into 8 groups: Health-conscious group, Self-contradiction group, Leisure lover group, Self-satisfaction group, Consumerism group, Health neglecter group, Solitude group and Trend follower group.

(2) Lifestyles of health-conscious consumers were significantly related with information seeking, except Self-contradiction group and Solitude group.

(3) Lifestyles of health-conscious consumers were significantly related with purchasing behavior, except Trend follower group.

(4) Information seeking was significantly related with purchasing behavior.

(5) Information seeking and 4 Lifestyles, including: Leisure lover group, Health neglecter group, Consumerism group and Health-conscious group were the five factors that significantly affected health products and services’ purchasing behavior.