Explore Media Exposure, Knowledge, Attitude and Purchasing Decisions of Consumers towards Social Enterprise.
Keywords:
Media Exposure, Attitude, Social EnterpriseAbstract
The objectives of this research are to explore media exposure, knowledge, attitude and purchasing decisions of consumers towards social enterprise. And it explains the relationship between media exposure, knowledge, attitude and purchasing decisions of consumers towards social enterprise. It is a quantitative research by using an online questionnaire as a tool to collect data with 400 people who living in Bangkok and its vicinity. The social enterprise products were defined such as “Doi Kham” and “Doi Tung”.
The results showed that the sample was slightly more female than male. The age of them between 21- 35 years old, graduated bachelor’s degree and the most of their career is private company employee. The sample group had knowledge about social enterprise “Doi Kham” and “Doi Tung” at a good level.
When considering each item, it was found that the sample group has knowledge about social enterprise in terms of identifying the most social enterprise. Followed by knowing about the income of social enterprise and know the main mission of social enterprise.
The sample group was exposed to social enterprise news about “Doi Kham” in a moderate level and “Doi Tung” in a low level. And the attitude towards the social enterprise “Doi Kham” and “Doi Tung” is in a good level.
In addition, it was found that the sample group has decided to buy the products for social enterprise, “Doi Kham” is in total at the absolute purchase level and “Doi Tung” is at the purchase level.
The hypothesis testing results can be summarized as follows:
1. Consumers with different ages and occupations. There are differences in exposure to social enterprise news at the statistical a significance of .05 levels. However, the consumers with different gender. There is open news for social enterprise not different.
2. Exposure to social enterprise news has not a relationship with consumer knowledge towards social enterprise.
3. Exposure to social enterprise news has a relationship with the attitude towards social en- terprise with the statistical a significance of .05 levels.
4. Exposure to social enterprise news has a relationship with the decision to buy social enter- prise products with the statistical a significance of .05 levels.
5. Knowledge for social enterprise has a relationship with the attitude towards social enterprise with the statistical a significance of .05 levels.
6. Attitude towards social enterprise has a relationship with the decision to buy social enterprise products with the statistical a significance of .05 levels.
References
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เว็บไซต์
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