ปัจจัยด้านความกลัวอาหารแปลกใหม่ ไลฟ์สไตล์ทางสังคม และความใส่ใจในสุขภาพที่ส่งผลต่อความตั้งใจซื้อ: กรณีศึกษาผลิตภัณฑ์เครื่องดื่มคอมบูชาจากว่าน
Year: 2026
Type: article
Study design: Observational Study
Abstract: This research aims to investigate the influence of psychological factors, namely food neophobia, social lifestyle, and health consciousness, on the purchase intention of an innovative beverage product: kombucha derived from Boat Lily (Tradescantia spathacea). Employing a quantitative research design, data were collected from a sample of 402 consumers aged between 20 and 60 years who had previously consumed or were interested in kombucha products. A systematic sampling method was utilised, and a questionnaire served as the data collection instrument. The data were analysed using Structural Equation Modelling (SEM). The research model demonstrated a good fit with the empirical data (CMIN/DF = 2.403, NFI = 0.922, RFI = 0.912, IFI = 0.953, CFI = 0.953, RMSEA = 0.059). Hypothesis testing indicated that health consciousness exerted a statistically significant positive influence on purchase intention (β = 0.23, p < .001), whereas food neophobia had a statistically significant negative influence on purchase intention (β = -0.36, p < .001). However, no significant influence from social lifestyle on purchase intention was found. The results suggest that when marketing innovative beverage products, practitioners should prioritise communicating health benefits to attract health-conscious consumers, whilst simultaneously fostering product familiarity and mitigating perceptions of novelty to overcome barriers associated with food neophobia.
Language: Thai
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W7215433472