รหัสดีโอไอ 10.14457/TU.the.2018.408
Title How online food photos on Instagram influence Thai customers’ attitude and perception towards offline Thai restaurants
Creator Thanyaphorn Tanthaphruekphon
Contributor James E. Nelson, Advisor
Publisher Thammasat University
Publication Year 2018
Keyword Online food photo ,Instagram ,Intention to visit ,Thai restaurants ,Price perception ,Experimental study
Abstract The restaurant in Thailand is highly competitive due to low barrier to entry and huge opportunity from increase trend of eating out. In the digitalization era, social media play important role in the customer’s journey so most of businesses in Thailand including restaurant industry are using these channels to market their products and services. Instagram is the social media application made for sharing photos and videos from a smartphone. Consequently, A lot of businesses including restaurant industry in Thailand use this application for marketing and revenue purposes. Therefore, the purpose of this individual study is to investigate compositional elements of good Thai food photos to help the restaurant owners choose the proper photos that match the position of their restaurant and can attract the customers to visit their restaurants. Both qualitative and quantitative methods were used in this research. The research was conducted by using Exploratory Research and Causal Research Design as field experiment. The questionnaire was conducted using a (2x2x2) experimental format, a total of eight treatments. 30 respondents were collected for each treatment totaling to 240 respondents. The data analysis for questionnaire were done with the Statistical Package for the Social Sciences (SPSS) to analyze means, frequency, regression and correlations between variables etc. The Results showed no relationship between customers’ demographic and price perception. But age and education level impact intention to visit the restaurants. In terms of customer behavior, only eat out frequency impacts both price perception and intention to visit the restaurant. In terms of compositional elements of food photo, the most important factor is type of container. It impacts “customers’ belief in quality of food”, “customers’ belief in healthiness of food” and “customers’ belief in good service”. Fancy container is better than plain for all beliefs and price perception. The second important factor is size of container. It affects “customers’ belief in healthiness of food”. Small container is better than big container for this belief and price perception. The least important factor is props in the photo. Although it does not impact customers’ beliefs, photo with food ingredients has more positive effects and is perceived slightly higher price that without food ingredients.
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บรรณานุกรม

Thanyaphorn Tanthaphruekphon และผู้แต่งคนอื่นๆ. (2018) How online food photos on Instagram influence Thai customers’ attitude and perception towards offline Thai restaurants. Thammasat University:ม.ป.ท.
Thanyaphorn Tanthaphruekphon และผู้แต่งคนอื่นๆ. 2018. How online food photos on Instagram influence Thai customers’ attitude and perception towards offline Thai restaurants. ม.ป.ท.:Thammasat University;
Thanyaphorn Tanthaphruekphon และผู้แต่งคนอื่นๆ. How online food photos on Instagram influence Thai customers’ attitude and perception towards offline Thai restaurants. ม.ป.ท.:Thammasat University, 2018. Print.