Education of Factors Affecting the Decision to Purchase Handwoven Plastic Products as Community Souvenirs for Long Life Learning by the Na Prong Ma Duea Weaving Housewives Group to Promote Community Enterprises

Background and Aim: This study has three primary objectives: (1) to analyze the demographic factors influencing the purchasing behavior of local souvenirs, specifically plastic woven products crafted by housewives engaged in basketry at Ban Na Phrong Maduea, to promote community business development; (2) to examine the factors related to perceived value that affect the purchasing behavior of these local souvenirs; and (3) to explore the influence of social opinions on the purchasing decisions of plastic woven products from the same group of artisans. Materials and Methods: The research adopts a quantitative methodology, targeting Thai tourists who have traveled in the lower central provinces of Thailand. A sample size of 400 respondents was determined using the Taro Yamane method, with a margin of error set at 0.05. Simple random sampling was applied. A questionnaire served as the primary research tool and the collected data were analyzed using descriptive statistics such as percentages, means, and standard deviations. To further assess factors influencing purchasing decisions, a binomial logistic regression model (Logit model) was employed. Results: The key findings are: (1) The majority of respondents were female, aged 31–40, with a bachelor's degree and a monthly income between 20,000 and 30,000 Baht. (2) The perceived value of plastic woven souvenir products and the influence of social opinions were highly rated, with social media being the most frequent information source. (3) Demographic factors, such as gender, age, and income, along with perceived value and social opinions, were statistically significant (p < 0.05) in affecting the decision to purchase plastic woven souvenirs. Conclusion: This study demonstrates that demographic factors, perceived value, and social opinions significantly influence purchasing decisions for plastic woven products. The findings suggest that promoting these products through social media and emphasizing their cultural and economic value can enhance community business development. Further research may explore more diverse product categories and broader geographical regions.