Abstract

Thailand’s amulet business is a Buddhist commercial sector with substantial economic importance. As a result, many individuals interested in purchasing religious items seek information to guide their buying decisions. This study aims to evaluate whether various personal characteristics of information seekers, such as gender, age, occupation, or field of study, influence their behaviour when looking for information about Thai amulets. Survey research was conducted with 375 respondents interested in amulets. The online quiz was based on the Ellis Information Behaviour Model. Data were analysed using descriptive and inferential statistics, including t-tests, chi-squared analysis, analysis of variance, and structural equation modelling, to evaluate differences in information-seeking behaviour based on gender, age, educational background, and occupation. The findings revealed that personal characteristics such as gender, age, occupation, and field of study result in diverse information-seeking behaviours, confirming the study’s hypothesis. The study also revealed that many information seekers prefer to learn from personal sources such as credible experts or online social networking sites. Furthermore, the coefficient of variation indicated that men gender, age between 21 and 30 years, and an academic career all had a positive relationship with information-seeking behaviour. Academic career variables have the most influence on amulet collectors’ information-seeking behaviour. The research results will benefit future information services or information search systems for disseminating information about amulets in response to client behaviour and information requirements.