Bloggers in Online Media of the Decision to Café in Chiang Mai

Abstract

Coffee shops in Thailand have blossomed all over the city over the years. Opening a small cafe has become a dream business for many people. In terms of consumer behavior, besides the familiar instant coffee People like to turn to taste fresh coffee. Start tasting different types of coffee, whether it's drip coffee, cold brew coffee, cold brew coffee, etc. Enjoy the flavor and aroma of different coffee beans. From many sources In this regard, the overall world coffee market is likely to continue to grow. The market value of the Thai coffee industry is more than 30 billion baht. The figures for coffee consumption in 2020 reflect the rate of fresh coffee consumption among Thai people that is still low compared to the world. Thai people have an average consumption rate of about 1.2 kilograms per person per year or about 300 glasses per person per year. This paper aimed to study-to-study bloggers in online media about the decision to the cafe in Chiang Mai With the quantitative method, the questionnaire covered 400 samples of tourists with non-probability and accidental sampling. Then, the data were analyzed with descriptive statistics for the respondent's information and with the correlation and multiple regressions to find out any concordances between the bloggers and the decision to the cafe in Chiang Mai. The research indicated that 1) for the whole of the bloggers, Personal (β =0.412, α < .01) and Photograph (β =0.512, α < .05) had the decision to the cafe in Chiang Mai with statistically significant effect on the cafe in Chiang Mai.