Preliminary Survey of Factors Affecting the Decision to Purchase Herbal Products via Social Media among Teenagers and Adolescents in Sai Noi District, Nonthaburi Province

Abstract

This survey research aimed to explore factors affecting the decision to purchase herbal products via social media among teenagers in Nonthaburi’s Sai Noi district. The study was conducted on a sample of 410 teenagers living in the district with a focus on identifying four groups of factors, including (1) personal factors, (2) social media usage behaviors, (3) social media perceptions, and (4) decisions to purchase herbal products according to the marketing mix theory. Data were collected using a self-administered questionnaire from August through November 2016. The results revealed that most respondents were females aged 12–15, having finished lower secondary education and living with parents. They had a monthly allowance of less than 3,000 baht and used Facebook as a main medium to purchase herbal products from 4 to 8 p.m. Their levels of social media perception and purchasing decisions according to the marketing mix theory were moderate. Thus, it is recommended that consumer health protection agencies and adolescents’ guardians should give proper advice to their dependants about verifying the herbal product information posted on social media before deciding to purchase any of such products. Additionally, relevant authorities should promote the use of valid information regarding herbal product claims posted online. They need to make sure that the herbal products to be bought are neither contaminated nor over-claimed; and the packaging has to bear an FDA-approved registration symbol.