อิทธิพลทางสังคมที่มีผลต่อการตัดสินใจเลือกร้านอาหารของกลุ่มเจนเนอเรชั่นวายในเขตกรุงเทพมหานคร

Siraphat   Praynate; Pornprom Chomngam

Authors

Siraphat Praynate Master student, Master of Communication Art Program in Strategic Communications, Bangkok University
Assoc. Prof Dr. Pornprom Chomngam Communication and New Media Department, School of Communication Arts, Bangkok University

Keywords:

Social factors, Selection decisions, Restaurant, Generation Y

Abstract

This research aimed to: 1) examine the level of social influence among Generation Y in Bangkok, 2) investigate the level of restaurant selection decisions among Generation Y in Bangkok, and 3) examine the relationship between social influence and restaurant selection decisions among Generation Y in Bangkok. An online questionnaire was used as the data collection instrument. The reliability of the instrument was tested using Cronbach’s alpha with a pilot sample of 30 respondents, yielding a reliability coefficient of 0.80. The sample consisted of 354 Generation Y individuals aged between 28–45 years who reside in Bangkok. The respondents were selected using cluster sampling. Descriptive statistics, including frequency, percentage, mean, and standard deviation, were used for data analysis. Inferential statistics were employed to test the research hypothesis using Pearson’s product–moment correlation at the .01 level of significance. The results revealed that: 1) the overall level of social influence among Generation Y in Bangkok was high. When considered by dimension, all aspects were also at a high level, including liking, social acceptance, authority and expertise, the principle of consistency, the principle of reciprocity, and the principle of scarcity; 2) the overall level of restaurant selection decisions among Generation Y in Bangkok was also high; and 3) social influence was significantly correlated with restaurant selection decisions among Generation Y in Bangkok at the .01 level of statistical significance, supporting the research hypothesis.

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