Health consciousness, social media, staff, food taste, and commercial vehicle affecting food truck menus’ purchase intention of consumers in Bangkok

Abstract

The purpose of this study was to investigate health consciousness, social media, staff, food taste, and commercial vehicle affecting on food truck menus’ purchase intention of consumers in Bangkok. The survey questionnaires were applied for collecting the data from 240 consumers who were interested or had intention to purchase food truck menus and lived in Bangkok. The findings were found that the majority of respondents were females with the ages between 21-30 years old. Most of them completed bachelor’s degrees, worked as company employees, and earned monthly income of 20,000-30,000 THB. Additionally, the results revealed that commercial vehicle and social media were the two significant factors that affected food truck menus’ purchase intention of consumers in Bangkok at the significant level of .05. On the other hand, health consciousness, staff, and food taste did not affect food truck menus’ purchase intention of consumers in Bangkok.