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

Wilailak Suksai*, Sarunrat Thonglo, Dusita Khummeeseenon
Department of Thai Traditional Medicine, Kanchanabhishek Institute of Medical and Public Health Technology,
Nonthaburi 11150, Thailand
*Corresponding author: wilailak55169@gmail.com

Abstract

This survey research aimed to explore factors affecting the decision to purchase herbal products via
social media among teenagers in Nonthaburiûs 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 adolescentsû 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.
Keywords: decision to purchase, herbal product, teenager, social media, marketing mix

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