Topic of thesis: substances and factors that influence the decision to buy luxury goods via online social networks. Of personnel in transit authority of Thailand
Author: Ms. Sawitta Chinerawat
Advisor: Dr. Nanthasari happiness grow
Field of study: Business Administration; bot (marketing management)
Academic year: 2559
Abstracts
This research objective 1) to study the factors that influence the decision to buy luxury goods via social networks of individuals in a special country Thailand 2) to compare the behaviors, the decision to buy luxury goods through social networking channels b.Ongbuklakon on the expressway authority of Thailand that have different personal styles and 3) to study the marketing mix factors that affect behaviour decision luxury goods via online social networks. Of personnel in transit authority of Thailand This research is a survey research (Survey Research) and data sources is the primary data (Primary Data) from data collected by questionnaire. The sample used in the study is a special personnel authority of Thailand. The number of 5,330 (as of Feb. 29 2559) making class chart sample (Stratified Sampling), analyze the data with the computer to process data using statistical program achievements, social science research to obtain data through SPSS analysis as follows: The number of frequency (Frequency) percentage (Percent) average (Mean) standard deviation (S.D). Independent tests of the variables (Chi-Square) conclusion as follows:
1. personal factors, the data of the sample respondents, mainly female, number 193 people, most of 49.2 per cent aged between 26-35 years old, with 34.2 percent of single status, number 198 52.1 percent people have enrolled in an undergraduate degree at most. The number of 259 people, 68.2 percent and revenue per month 10, 000-20000 baht most 131 people think 34.5 percent.
2. marketing mix factors affect your decision to buy luxury goods via online social networks, the results of the analysis. It found that the marketing mix factors affect your decision to buy luxury goods via a social network of people to a special authority of Thailand in the overview and in detail all four sides consist of a product, the price of distribution channels and side side campaign.
3. behavioural decision to buy luxury goods via online social networks. The respondents about the influence the buying decisions of most goods have decided to buy the items manually count 187 people think a 49.2 percent, in finding the desired information of sample surveys, a majority find information from websites/bloggers that share a battery.Bakan number 143 37.60% men and finding information is manually number 115 people, representing 30.3 what a sample is first assessed to decide to purchase luxury goods online is a product of number of 128 people 33.7 per cent to.Is the price of goods, number of 81 people, 21.3 per cent majority into online social networking is more than 45 minutes per day for most people, the number 163 and 42.9 percent in the period to assess the details of the most popular items is the number of 1-3 months 178 people, 46.8 percent, and reason.The problem that results in a decision to buy a luxury brand online in large part why the respondent chose to use the online ordering service is a product is cheaper than any other distribution channel number 151 39.7 percent and the issues that affect the decision to purchase goods online, the most common product quality does not match the number of 126 people and 33.2 percent of the goods are not the standard number of 71 people, representing 18.7.
4. the results of the test hypothesis 1 personnel in transit authority of Thailand that have different personal characteristics. There is a behavioral decision to buy luxury goods through different social networks.
5. test results for hypothesis 2 the marketing mix factors affect behavioral decisions, buying luxury goods via social networks of people in transit authority of Thailand.