Social networking communication and word of mouth communication affecting the consumer behavior of pet café in Bangkok

Abstract

This research aimed to 1) study social networking communications and wordof-mouth communications that affected consumer behavior in visiting pet cafés in Bangkok; and 2) study attitudes toward using services that affected consumer behavior in making a decision to visit pet cafés in Bangkok. The sample group in this research consisted of 400 people who visited pet cafés in Bangkok, with questionnaires as the research tool to collect data. Statistics employed were frequency, percentage, average and standard deviation, as well as multiple regression analysis and the level of statistical significance at .01. The research results found that : Most of the questionnaire responders were women, accounting for 59.25 percent; between 21-30 years of age, accounting for 56.50 percent; single, accounting for 7 2 .5 0 percent; undergraduates, accounting for 69.00 percent; earning monthly income of 10,001-20,000 baht, accounting for 37.75 percent; and residents of detached houses, accounting for 31.75 percent. When testing the hypotheses, it found that social networking communications and word-of-mouth communications affected consumer behavior in visiting pet cafés in Bangkok at the statistically significant level of .01. Emotional and behavioral attitudes affected consumer behavior in visiting pet cafés in Bangkok at the statistically significant level of .01.