ความสัมพันธ์เชิงโครงสร้างของปัจจัยที่ส่งผลต่อการรับรู้เชิงประสบการณ์ในการบริโภค ขนมไทยโบราณที่มีต่อคุณค่าทางวัฒนธรรมและพฤติกรรมการบริโภคซ้ำของกลุ่มเจเนอเรชันซี

Tatpicha  Harutaivorakul; Atchira Tiwasing

doi:10.60101/jla.2026.7.1.11167

Authors

Tatpicha Harutaivorakul Department of Tourism and Hospitality, Faculty of Liberal Arts, Rajamangala University of Technology Thanyaburi
Atchira Tiwasing Department of Tourism and Hospitality, Faculty of Liberal Arts, Rajamangala University of Technology Thanyaburi

DOI:

https://doi.org/10.60101/jla.2026.7.1.11167

Keywords:

sensory perception, traditional Thai desserts, cultural value, Generation Z, repurchase intention

Abstract

The objectives of this research were to study the structural relationship of factors influencing the experiential perception of traditional Thai dessert consumption and its impact on cultural value and repurchase intention among Generation Z (Gen Z). The sample consisted of 478 Gen Z consumers. The data collection instrument was an online questionnaire that was validated for content validity using the Index of Item-Objective Congruence (IOC). The research findings revealed that the majority of the sample prioritized sensory perception in terms of appearance and color, followed by taste and aroma, respectively. Hypothesis testing demonstrated that: 1) Sensory Perception (SP) had a significant positive direct influence on Cultural Value (CV) (β = 0.92, p < 0.01); 2) Consumption Experience (CEP) had a significant positive direct influence on Cultural Value (CV) (β = 0.32, p < 0.01); and 3) Cultural Value (CV) had a significant positive direct influence on Repurchase Intention (RIT) (β = 0.80, p < 0.01). The conclusions of this study indicate that creating distinctive multisensory experiences—encompassing sight, taste, and smell—is a crucial factor in enhancing the perception of cultural heritage value among modern consumers. This directly contributes to the sustainability of cultural preservation and the continuous decision to repurchase traditional Thai desserts in the future.

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