The การศึกษาอิทธิพลของปัจจัยที่มีผลต่อความตั้งใจซื้ออาหารตามสั่งของผู้บริโภคในเจนเนอเรชั่นเอ็กซ์และวายในเขตกรุงเทพฯ

Watit Intuluck; Tosaporn Sukha

Authors

Watit Intuluck Instructor of Business Administration and General Education Office, Faculty of Hospitality Industry, Dusit Thani College
Tosaporn Sukha Hotel and Resort Management, Faculty Hospitality Industry, Dusit Thani College

Keywords:

Generation, menu factors, a la cart, intention to purchase

Abstract

The purpose of this research is 1) to study the influence of factors affecting Purchasing Intention of a La Carte of the X and Y Generation in Bangkok 2) to compare the differences between Generation X and Y which are related to the effect of factors on purchasing intention of a La Carte in Bangkok and 3) to study the tendency of attitudes in using a la carte restaurant of consumers in Bangkok which are classified by demographic characteristics. With a survey research, the total sample of 270 sample was collected from the 6 out of 50 districts as a targeted research sites in Bangkok. In the analytical part, the statistics used in data analysis was descriptive statistics and the influential statistics employing the Regression Analysis to test the influence of moderator variable.

The results of this study showed that almost all the demographic factors have a significant effect on the purchasing intention of a La Carte at the statistical significance of .05. The influence of the factors affecting the purchasing intention of a La Carte of the Generation X has a significant difference from Generation Y with the statistical significance level of .05. The this study presented positive correlation with the purchasing intention of a La Carte equal to .804 and the predictive power of the purchasing intention on a La Carte at 64.7% (R² = .647) and the influence of moderator variable have an influence on the purchasing intention with a coefficient value of 0.668 at the significant level of .01. According to the result, marketing experts need to understand the differences between generations in order to present the menu, e-Word of mouth and marketing communication practices to increase the purchasing intention of a La Carte in Bangkok.

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