THE INFLUENCE OF SOCIAL MEDIA CONTENT AND ONLINE PURCHASING INTENTION OF GENERATION X AND Y
Article Sidebar
Main Article Content
Abstract
The objectives of this research to study the relationship between social media content and online purchasing intention of generation X and Y. The researcher developed 24 items of a questionnaire from consumer behavior theory and collected 300 respondents of consumers who situated in Srisaket province before analyze the data. The research results found that social media content related moderately and significantly in the same direction at r = .31. These results also demonstrated that the elements of social media content and purchasing intention related significantly in the same and opposite directions at .01 and .05. Besides, the component of social media content such as website design related oppositely and significantly to purchasing intention at r= -.05.
Article Details
References
เดลินิวส์ (2564). โลกแห่งการค้ายุคใหม่..ช่วยฟื้นเศรษฐกิจไทย. เดลินิวส์, วันที่ 1 สิงหาคม 2564
Atthirarong, W. (2020). Factors affecting consumer behavior on online shopping, Phuget Rajabhat University Academic Journal, 16(1), 209-229.
Chen, Z. & Dubinsky, A.J. (2003) A Conceptual Model of Perceived Customer Value
in e-Commerce: A Preliminary Investigation. Psychology and Marketing, 20, 323-3
Chung, C., Muk, A., (2017). Online shoppers' social media usage and shopping
behavior.". In: Campbell, C.L. (Ed.), The Customer Is NOT Always Right? Marketing Orientations in a Dynamic Business World. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham.
Elammari H. A. and Cavus N. (2019). Investigating the Factors Affecting Students'
Smartphone Purchasing Behaviors in the Context of Mobile Learning. Investigate the Factors Electing Students Smartphone Punishing Behaviors. Vol. 14. No.22.
Gassler, B. Xiao, Q, Kithl S. & Spiller, A. (2018). Keep on grazing: Factors driving the
pasture-raised milk market in Germany. British Food Journal, 120(2), 452-
Hajil, M.N., (2013). A study of the impact of social media on consumers.
International Journal Marketing Research, 56 (3), 387-404.
Habibi, M.R., Larochea,M.,& Richard, M.O., (2014). Brand communities based in social
media: how unique are they? Evidence from two exemplary brand communities. International Journal Information Management, 34 (2), 123-132.
Huang. Y K., & Feng, CM., (2009) Why customers stay an analysis of service quality
and switching cost on choice behavitor by catasirophe model. Int. J. Serv, Oper. Inf. 4, 107-122.
Kim, D. , Ferrin, D. , & Rao, H. (2009). Trust and satisfaction, two stepping stones for
successful e-Commerce relationships: A longitudinal exploration. Information Systems Research, 20 (2), 237-257.
Rakic, R., Beba, R. & Mira, R. (2014), “Digital content marketing for organizations as
buyers", Ekonomika: Journal of Economic Theory and Practice and Social Issues, Vol. 1 No. 1, pp. 109-123.
Risius, A., & Hamm, U. (2018). Exploring influences of different communication ap-
proaches on consumer target groups for eihically produced beef. Journal of Agricultural and Environmental Ethics, 31(3), 325-340.
Sanchit, W., & Donkwa, K. (2016). Online purchased intention of goods or service through smart phone, NRRU Community Research Journal, 10(1), 45-52.
Savolainen, R., (2011). Judging the quality and credibility of information in Internet
discussion forums. J. Am. Soc. Inf. Sci. Tech. 62 (7), 1243-1256.
Thrrma, N. (2019). Previous online shopping experience toward an online purchase intention model, JRGBS, 5(1), 62-71.
Wanmud, W. (2015). Personal factors affecting behavior of decision making on buying online products, Pharanakhon Rajabhat Research Journal, 10(2), 132-141.
Zepeda, L, & Deal, D. (2009) Organic and lcal food tensioner behavior: Alphabet
theory. International Journal o Casrner suies, 13 61, 647-705.
