DSpace
 

DSpace at Bangkok University >
Graduate School >
Master Degree >
Independent Studies - Master >

Please use this identifier to cite or link to this item: http://dspace.bu.ac.th/jspui/handle/123456789/3806

Title: FACTORS POSITIVELY AFFECTING PURCHASE INTENTION OF PRODUCT(S) OR SERVICE(S) OF FACEBOOK USERS AT LUMPINI PARK IN BANGKOK
Authors: Saran Jamjongdumrongkit
Keywords: Facebook
Lumpini Park
Purchasing Intention
Facebook Promoted Posts
Issue Date: 31-Jan-2019
Publisher: Bangkok University
Abstract: This research was aimed to study the independent factors positively affecting purchase intention of product(s) or service(s) of Facebook users at Lumpini Park in Bangkok. Those independent factors were feature use, privacy concern, informative & entertainment, invasiveness, avoidance, perceive personalization, information seeking and ads aesthetic toward purchasing intention of product(s) or service(s) of Facebook users at Lumpini Park in Bangkok. Total sample of 220 Facebook users collected with survey questionnaire in Lumpini Park, Bangkok. The majority of respondents were females and single, age between 19 – 29 years old, had bachelor degrees, which range salary between 15,001 – 30,000 Baht per month and most of them were students, they spent time on social network 2 – 6 hours per day, they shopped online at least once a month and spent not over than 500 Baht. The data set utilized descriptive statistics and multiple regression analysis. The researcher found that perceive personalization (B = 0.355), information seeking (B = 0.304), ads aesthetic (B = 0.257), and feature use (B = 0.216), accounted for 56.7% positively affecting purchasing intention of product(s) or service(s) of Facebook users at Lumpini Park in Bangkok with statistical significant at .01.
Description: Independent Study (M.B.A.)-- Graduated school, Bangkok University, 2018
Advisor(s): Penjira Kanthawongs
URI: http://dspace.bu.ac.th/jspui/handle/123456789/3806
Appears in Collections:Independent Studies - Master

Files in This Item:

File Description SizeFormat
Saran.Jamj.pdf2.31 MBAdobe PDFView/Open
View Statistics

Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.

 

  DSpace Software Copyright © 2002-2010  Duraspace - Feedback