Based on these results, it can be used as a guideline entrepreneur to do online marketing activities through this social media. One of the most interesting has been the creation of a new efficient channel for distribution of products/services and related information (Amit, 2007, p.87) by online connection through social media. For the frequency of social media use, most Thai people use Facebook dramatically in their daily life since they woke up until they slept.
According to the survey, Nielsen also shows that Thai consumers care more about finding information through social media before making a purchase compared to other countries in Southeast Asia (Nielsen, 2011). Because of all these changes, lots of health food companies have to adapt social media as the new distribution channel. Entrepreneurs had to influence their consumers to order their products through this social media, including keeping them to become "loyalty" in particular.
Based on all these trends, this study aimed to examine why Thai consumers order healthy food via Facebook. In addition, this can be used as a guide for the entrepreneur to carry out online marketing activities through this social medium.
LITERATURE REVIEW
This model is applied in various subject research, such as information technology, industry information analysis, digital marketing, social network use, marketing research, e-commerce, social media, internet use and consumer behavior. The faster social network search will provide more action on social network activity. From the above discussion, the "PU" reflects the utilitarian aspect of social network online shopping.
However, most of the users do not use the social network site only to contact the company, but also use them as a social activity to keep in touch with people. Facebook is the social networking site where people are able to connect with each other around the world. They are able to chat through the Facebook Messenger app and share their e-shopping opinion with friends and family on their social networking site.
Due to social networking sites, consumers can write positive or negative product reviews on those sites including sharing them on social networks. Therefore, in this study, PBC refers to greater behavioral control in the social network will ensure more action in the social network activity.
RESEARCH METHODOLOGY
If my friend orders healthy food through Facebook, I should do the same to maintain the relationship. If my family orders healthy food through Facebook, I should do the same to maintain the relationship. These will help to exclude respondents who do not have a Facebook account and have never bought healthy food through this channel before.
For example, even the majority of respondents have Facebook accounts, but some may have never shopped for healthy food through social media. These will help to identify the main reasons respondents do not want to order through this channel. These will help the researcher to explore which constructs are most important to the opinion of the respondents.
The sample of this study is regular Facebook users who buy healthy food through Facebook at any time. From this difference, it provides an effective measurement to study consumer attitude and perception towards healthy food ordering through social media.
RESEARCH FINDING
Hypothesis testing
The results of the four hypotheses related to the four constructs are summarized in Table 4.4. The results of the four hypotheses related to the four constructs are summarized in Table 4.5. Note: H4 was not tested as the scale was truncated as a result of Cronbach's alpha.
DISCUSSION AND RECOMMENDATION
Discussion
Moreover, the social networking sites provide respondents with limitless social media activity on their own pages. They believed that these activities can reflect their attitudes and behavior. This result was also found in Atchara and Anny (2013). Consumers take another action that doesn't affect their performance, such as contacting the owner directly, as opposed to pages and avoiding repurchases. For inexperienced Facebook users, we can conclude that perceived usefulness was the only significant influencing factor for social media purchasing decision making.
The result was also found in Wannaporn, Sarawadee and Nagul (2012). All respondents agreed that they do not want to buy healthy food through this channel. This can be the idea of distrust in the quality of products, boring content, unreasonable cost of delivery, search for other complementary products.
Recommendation
For this shared interest content, it can improve consumer confidence in product quality. The entrepreneur should offer more payment options, such as paying by credit card and collect call.
Limitation and future researches
Hansson L. & Wrangmo A., (2013), Optimal ways for companies to use Facebook as a marketing channel, Journal of Information, Communication and Ethics in Society, Vol. Justin Paul and Jyoti Rana, (2012), Consumer Behavior and Organic Food Purchase Intention, Journal of Consumer Marketing, Vol. Kim Ramus Niels Asger Nielsen, (2005), Online grocery shopping: So what do consumers think?, Internet Research, Vol.15 Iss 3 pp.
Application of innovation diffusion in online purchase intention through social networks: A focus group study of Facebook in Thailand. Linnea Hansson and Anton Wrangmo, (2012), Optimal ways for companies to use Facebook as a marketing channel, Journal of Information, Communication and Ethics in Society, Vol. Rupak R., Greg R., Jei., and Ben J., (2014), Technology Acceptance Model (TAM) and Social Media Use: An Empirical Investigation on Facebook, Journal of Enterprise Information Management, Vol.
Study on the Effect of Social Network Features of Facebook on Intention to Purchase in F-commerce in Thailand. Syed Shah Alam, (2011), Application of Theory of Planned Behavior (TPB) to halal food purchasing, International Journal of Commerce and Management, Vol. Torben Hansen, (2008), Consumer values, the theory of planned behavior and online grocery shopping, International Journal of Consumer Studies, Vol.
APPENDICES
APPENDIX A : Questionnaire
When your friend searches for healthy food fan pages, would you recommend your "like" to your friend?
APPENDIX B : Questionnaire (THAI FORMAT)
