Published
วารสารวิจัยและพัฒนา มหาวิทยาลัยราชภัฏเลย
การวิเคราะห์องค์ประกอบของทัศนคติการบริโภคอาหารริมทางของผู้บริโภคชาวไทย กรณีศึกษาร้านอาหารริมทางย่านเกาะโดยรอบวงเวียนอนุสาวรีย์ชัยสมรภูมิ กรุงเทพมหานคร
Abstract
The purpose of this research is to analyze the factors influencing Thai consumers’ attitude towards street food sold nearby the Victory Monument roundabout area and provide recommendations intended to develop the gastronomic tourism. The research was based on data collected by questionnaire from a sample of 310 Thai people, who have experienced of street food consumption at victory monument area. Data was then analyzed using the concept of Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA). The results found four significant components: 1) food and service – specifically, the food products sold including taste and variety of food, and service focusing on the service mind and friendliness of the vendor; 2) safety factors including contaminants in the raw materials, contamination pathogens, nutrients, and the safety container utilized; 3) value and emotional satisfaction – that is, originality, uniqueness, speed of service, and price; 4) cleanliness including the perceived cleanliness of the place, the kitchen, and the food products sold. The results were in line with the model consistency tests: c2 /df = 2.436, CFI = 0.947, TLI = 0.936, RMSEA = 0.069, SRMR = 0.054. The summary recommendations are that street food providers should pay attention to food safety standards, the variety of street food offered for sale, the unique characteristics of the street food, and more pay attention to street food hygiene, especially the cleanliness of the place. For further research, additional factors should be explored in order to discover the main elements that are likely to improve Thai consumer’s attitudes towards street food consumption.
(2561). การจัดการทรัพยากรร่วมแนวคิดทฤษฏีและการประยุกต์ใช้. วารสารร่มพฤกษ์, 36(2), 9-31.