การรับรู้จากประสบการณ์การบริโภคอาหารเพื่อสุขภาพ ที่ส่งผลต่อความพึงพอใจและการสร้างความผูกพัน ในมุมมองทางด้านพฤติกรรมของผู้บริโภค
คำสำคัญ:
การรับรู้จากประสบการณ์, ความพึงพอใจ, ความผูกพัน, ความตั้งใจซื้อ, พฤติกรรมผู้บริโภคบทคัดย่อ
แนวโน้มในการดูแลห่วงใยสุขภาพและความปลอดภัยในการบริโภคได้รับความนิยมมากยิ่งขึ้นอย่างต่อเนื่อง อาหารเพื่อสุขภาพจึงได้รับความนิยมเพิ่มขึ้นด้วย งานวิจัยนี้จึงมีวัตถุประสงค์เพื่อศึกษาการรับรู้จากประสบการณ์ของ ผู้บริโภคเนื้อไก่เพื่อสุขภาพที่ส่งผลต่อความพึงพอใจและการสร้างความผูกพันกับความตั้งใจซื้อในมุมมองทางด้านพฤติกรรม ผู้บริโภค โดยเก็บข้อมูลจากกลุ่มตัวอย่างจำนวน 487 ราย ที่เคยบริโภคเมนูเพื่อสุขภาพที่ทำมาจากไก่ KKU1 การวิจัยนี้ใช้ รูปแบบการวิเคราะห์ด้วยแบบจำลองสมการโครงสร้างเพื่อตอบสมมุติฐานที่ตั้งไว้ โดยผลการวิจัยพบว่าความพึงพอใจของ ผู้บริโภคทำหน้าที่เป็นตัวแปรส่งผ่านอิทธิพลเชิงบวกจากการรับรู้จากประสบการณ์ของผู้บริโภคไปยังความผูกพันและความ ตั้งใจซื้อ สอดคล้องกับทฤษฎีการแลกเปลี่ยนทางสังคม ซึ่งจะเกิดประโยชน์ต่อผู้ประกอบการหรือเกษตรกรให้สามารถพัฒนา การขับเคลื่อนเศรษฐกิจชุมชนให้ประสบความสำเร็จอย่างมีประสิทธิภาพ ตลอดจนมีการเติบโตได้อย่างยั่งยืนได้ต่อไป
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