EXPLORING CUSTOMERS’ PURCHASE INTENTION ON POULTRY PRODUCTS USING PROTECTON MOTIVATION THEORY
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บทคัดย่อ
การศึกษานี้มีวัตถุประสงค์เพื่อศึกษาการประยุกต์ใช้ทฤษฎีแรงจูงใจเพื่อการป้องกันโรคของผู้บริโภคในการเลือกซื้อเนื้อไก่ที่ใช้โปรไบโอติก (PUBM) และเพื่อระบุปัจจัยที่มีอิทธิพลต่อการตัดสินใจซื้อผลิตภัณฑ์เนื้อไก่ของผู้บริโภคชาวพม่า งานวิจัยนี้ได้ใช้ตัวแบบ PMT ร่วมกับตัวแปรความรู้เพื่อสำรวจปัจจัยที่มีอิทธิพลต่อ ความตั้งใจซื้อของผู้บริโภคเนื้อไก่ (สำหรับป้องกันโรค) การศึกษานี้นำรูปแบบสมการโครงสร้างแบบ Partial Least Squares Structural Equation Modelling (PLS-SEM) มาใช้ทดสอบสมมติฐานงานวิจัย ซึ่งผลการวิจัยชี้ให้ เห็นว่า ความรู้ ความสามารถในตนเอง และค่าใช้จ่ายในการตอบสนอง มีอิทธิพลต่อความตั้งใจซื้อ PUBM ของผู้บริโภคอย่างมีนัยสำคัญ ผู้ผลิตและผู้ค้าปลีกสามารถนำผลการศึกษาไปพัฒนากลยุทธ์ทางการตลาดและ/หรือ กลยุทธ์ที่มีประสิทธิภาพเพื่อส่งเสริมความตั้งใจซื้อของผู้บริโภคในเชิงบวก นอกจากนี้ผู้กำหนดนโยบายสามารถนำผลการศึกษานี้เพื่อให้ความรู้และประโยชน์ในการเลือกซื้อเนื้อไก่ที่ใช้โปรไบโอติกแก่ผู้บริโภคได้อย่างถูกต้อง
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“ข้าพเจ้าและผู้เขียนร่วม (ถ้ามี) ขอรับรองว่า บทความที่เสนอมานี้ยังไม่เคยได้รับการตีพิมพ์และไม่ได้อยู่ระหว่างกระบวนการพิจารณาลงตีพิมพ์ในวารสารหรือแหล่งเผยแพร่อื่นใด ข้าพเจ้าและผู้เขียนร่วมยอมรับหลักเกณฑ์การพิจารณาต้นฉบับ ทั้งยินยอมให้กองบรรณาธิการมีสิทธิ์พิจารณาและตรวจแก้ต้นฉบับได้ตามที่เห็นสมควร พร้อมนี้ขอมอบลิขสิทธิ์บทความที่ได้รับการตีพิมพ์ให้แก่สถาบันการจัดการปัญญาภิวัฒน์หากมีการฟ้องร้องเรื่องการละเมิดลิขสิทธิ์เกี่ยวกับภาพ กราฟ ข้อความส่วนใดส่วนหนึ่งและ/หรือข้อคิดเห็นที่ปรากฏในบทความข้าพเจ้าและผู้เขียนร่วมยินยอมรับผิดชอบแต่เพียงฝ่ายเดียว”
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