SOCIAL MEDIA USAGE BEHAVIOR AND RESULT OF TAMARIND PRODUCT TRADERS IN MUANG PHETCHABUN DISTRICT, PHETCHABUN PROVINCE

Abstract

The objective of this study was to research social media usage behavior and its result of tamarind product traders in Muang Phetchabun district, Phetchabun province. This study is a quantitative study, the survey data was collected by questionnaires. The research samples are 165 tamarind product traders in Muang Phetchabun district, Phetchabun province. The statistics used in basic data analysis are frequency value, percentage value, average value, standard deviation and Chi-Square for hypothesis testing. The study results were as follows: Most of the samples were female, aged between 51-60 years, educated in junior high school level, with 20,001 - 30,000 Baht per month income, and with 11-15 years of tamarind product selling duration. The most sold tamarind products are sweet tamarind products. They have 1-5 years of social media using experience. They use Facebook as a social media for tamarind product selling, via cell phones, 3-4 times per a day, between 12.00 - 18.00 o’clock. The study results showed that the overall usage of social media for tamarind product selling is at high level. The tamarind product traders use it to send tamarind product information to clients directly, conveniently and fastest, with an average value of 4.75. Secondly, it saves the cost of tamarind product selling and reduces client contact time, with an average value of 4.57. Thirdly, it helps the tamarind product traders collect the information of the clients effectively, with the lowest average value of 4.01. The comparison result of general informations and social media usage behavior of tamarind product traders in Muang Phetchabun district, Phetchabun province in order to test the hypothesis showed that different gender, age, education level and income cause different social media usage behaviors with statistical significance at .001 level, which is based on the hypothesis.