Parental Purchasing Decisions for Children’s Dietary Supplements through Online Intercultural Communication
Keywords:
Purchasing Behavior, Children’s Dietary Supplements, Intercultural Communication, OnlineAbstract
This research aims to 1) examine personal characteristics and the behavior of parents toward the decision-making process for purchasing children’s dietary supplements through intercultural online communication; and 2) analyze the parental decision-making process regarding children’s dietary supplements via online channels. For example, 400 parents in the Bangkok metropolitan area. A quantitative research methodology was employed. The results revealed that parental behavior toward children’s dietary supplements through intercultural online communication was at the highest level (𝑥̄ = 4.27, S.D. = 0.59). When considered by dimension, the findings were as follows: time orientation (𝑥̄ = 4.45, S.D. = 0.58), values and beliefs (𝑥̄ = 4.35, S.D. = 0.56), nonverbal communication (𝑥̄ = 4.35, S.D. = 0.56), context interpretation (𝑥̄ = 4.35, S.D. = 0.59), language (𝑥̄ = 4.34, S.D. = 0.57), use of symbols (𝑥̄ = 4.34, S.D. = 0.57), social hierarchy (𝑥̄ = 4.33, S.D. = 0.58), and personal space (𝑥̄ = 3.67, S.D. = 0.69), respectively. Furthermore, the parental decision-making process for purchasing children’s dietary supplements via online channels was also at the highest level (𝑥̄ = 4.37, S.D. = 0.59). When analyzed by dimension, the results were as follows: information search (𝑥̄ = 4.40, S.D. = 0.59), evaluation of alternatives (𝑥̄ = 4.38, S.D. = 0.59), purchase decision (𝑥̄ = 4.37, S.D. = 0.59), problem recognition (𝑥̄ = 4.35, S.D. = 0.58), and post-purchase behavior (𝑥̄ = 4.33, S.D. = 0.58), respectively. The comparison of parental decision-making using One-Way ANOVA indicated that differences in personal factors classified by education level as well as differences in behavioral factors classified by purchase objectives resulted in statistically significant differences in the decision-making process at the 0.05 level.
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