บุคลิกภาพของแบรนด์ที่มีอิทธิพลต่อความตั้งใจใช้บริการเชนร้านอาหารไทยของผู้บริโภคในเขตกรุงเทพมหานคร ประเทศไทย: บทบาทการส่งอิทธิพลผ่านการสื่อสาร แบบปากต่อปากออนไลน์
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ธ.ค. 30, 2020
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บุคลิกภาพของแบรนด์ การสื่อสารแบบปากต่อปากออนไลน์ ความตั้งใจที่จะซื้อ เชนร้านอาหารไทย
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บทคัดย่อ
บุคลิกภาพของแบรนด์เป็นปัจจัยสำคัญของการตลาด บุคลิกภาพของแบรนด์รวมถึงความพยายามเพื่อสร้างความผูกพันทางอารมณ์ระหว่างผู้บริโภคและแบรนด์เพื่อช่วยเพิ่มผลกำไรทางธุรกิจ นอกจากนี้ยังสามารถนำไปใช้เพื่อแยกความแตกต่างของแบรนด์หนึ่งจากแบรนด์ที่คล้ายกันอื่นๆ และช่วยสร้างความโดดเด่น หากไม่มีความเชี่ยวชาญในผลิตภัณฑ์ที่ขาย ธุรกิจก็ต้องใช้การส่งเสริมการขายที่มุ่งเรื่องของราคาเป็นหลีกหรือแบรนด์จะซบเซาหรือตายในที่สุด ด้วยเหตุนี้ งานวิจัยครั้งนี้มีวัตถุประสงค์เพื่อตรวจสอบว่าบุคลิกภาพของแบรนด์และการสื่อสารแบบปากต่อปากออนไลน์เป็นปัจจัยที่มีอิทธิพลต่อความตั้งใจใช้บริการกลุ่มเชนร้านอาหารของผู้บริโภค โดยเฉพาะกลุ่มร้านอาหารไทยหรือไม่ กลุ่มตัวอย่างเป็นนักเรียน 360 คน โดยใช้การสุ่มตัวอย่างแบบง่ายจากประชากรเป้าหมาย รวบรวมข้อมูลโดยใช้แบบสอบถาม การศึกษาครั้งนี้ใช้แบบจำลองสมการโครงสร้าง: SEM เพื่อทดสอบสมมติฐาน ผลการศึกษาพบว่าบุคลิกภาพของแบรนด์และการสื่อสารแบบปากต่อปากออนไลน์มีผลในเชิงบวกและมีนัยสำคัญต่อผู้บริโภคจะเกิดความตั้งใจที่จะซื้อขึ้น นอกจากนี้ยังมีผลกระทบที่มีนัยสำคัญของการสื่อสารแบบปากต่อปากออนไลน์ระหว่างบุคลิกภาพของแบรนด์และความตั้งใจที่จะซื้อ การศึกษายังแนะนำว่าผู้จัดการร้านอาหารและนักการตลาดจะต้องมุ่งเน้นไปที่บุคลิกภาพของแบรนด์ และช่องทางการสื่อสารออนไลน์ และปรับปรุงกลยุทธ์การตลาดเพื่อดึงดูดลูกค้าสู่แบรนด์เชนร้านอาหารไทยให้สามารถนำไปสู่ผู้บริโภคจะเกิดความตั้งใจที่จะซื้อขึ้น
* ดร. อาจารย์ คณะบริหารธุรกิจและเทคโนโลยีสารสนเทศ, มหาวิทยาลัยเทคโนโลยีราชมงคลตะวันออก วิทยาเขตจักรพงษภูวนารถ 10400
Corresponding author: ssatchapappichit@gmail.com
Article Details
How to Cite
สัจภาพพิชิต ส. . (2020). บุคลิกภาพของแบรนด์ที่มีอิทธิพลต่อความตั้งใจใช้บริการเชนร้านอาหารไทยของผู้บริโภคในเขตกรุงเทพมหานคร ประเทศไทย: บทบาทการส่งอิทธิพลผ่านการสื่อสาร แบบปากต่อปากออนไลน์. วารสารวิทยาการจัดการ มหาวิทยาลัยราชภัฎนครปฐม, 7(2), 171–187. https://doi.org/10.14456/jmsnpru.2020.38
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บทความวิจัย
ทัศนะและข้อคิดเห็นของบทความที่ปรากฏในวารสารฉบับนี้เป็นของผู้เขียนแต่ละท่าน ไม่ถือว่าเป็นทัศนะและความรับผิดชอบของกองบรรณาธิการ
References
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Aaker, J., Benet-Martínez, V., & Garolera, J. (2001). Consumption Symbols as Carriers of Culture: A study of Japanese and Spanish Brand Personality Constructs. Journal of Personality and Social Psychology, 81(3), 492-508.
Aggarwal, P. (2004). The effects of brand relationship norms on consumer attitudes and behavior. Journal of Consumer Research, 31(1), 87–101.
Ang, S.H., & Lim, E.A.C. (2006). The influence of metaphors and product type on brand personality perceptions and attitudes. Journal of Advertising, 35(2), 39-53.
Arsena, A., Silvera, D. H., & Pandelaere, M. (2014). Brand Trait Transference: When Celebrity Endorsers Acquire Brand Personality Traits. Journal of Business Research, 67(7), 1537–1543.
Avis, M. (2012). Brand Personality Factor Based Models: A Critical Review. Australasian Marketing Journal (AMJ), 20(1), 89–96.
Baber, A., Thurasamy, R., Malik, R.I., Sadig, B., Islam, S., & Sajjad, M. (2016). Online word-of-mouth antecedents, attitude and intention-to-purchase electronic products in Pakistan. Telematics and Informatics, 33(2), 388-400.
Bataineh, A.Q. (2015). The impact of perceived e-wom on purchase intention: The mediating role of corporate image. International Journal of Marketing Studies, 7(1), 126-137.
Behjati, S., & Pandya, S. (2012). Application of structural equation modeling to explain online purchasing intention: an extension of theory of planed behaviour. Industrial Engineering Letters, 2(6), 33-41.
Bouhlel, O., Mzoughi, N., Hadiji, D., & Ben Slimane, I. (2011). Brand personality's influence on the purchase intention: A mobile marketing case. International Journal of Business and Management, 6(9), 210–227.
Cantallops A. S., & Salvi F. (2014). New consumer behavior: a review of research on eWOM and hotels. Int. J. Hosp. Manage., 36, 41–51.
Cheung, C. M., & Thadani, D. R. (2012). The impact of electronic word-of-mouth communication: a literature analysis and integrative model. Decis. Support Syst, 54, 461–470.
De Bruyn, A., & Lilien, G.L. (2008). A multi-stage model of word-of-mouth influence through viral marketing. International Journal of Research in Marketing, 25(3), 151-163.
Ellonen, H.K., Kosonen, M., Tarkiainen, A., & Tonteri, L. (2013). The positive outcomes of a sense of virtual community. International Journal of Web Based Communities, 9(4), 465–482.
Feick, L.F., & Price, L.L. (1987). The Market Maven: A Diffuser of Marketplace Information. Journal of Marketing, 51(1), 83-97.
Fennis, B. M., & Pruyn, A. T. H. (2007). You Are What You Wear: Brand Personality Influences on Consumer Impression Formation. Journal of Business Research, 60(6), 634–639.
Ferrandi, J., Valette-Florence, P., & Fine-Falcy, S. (2000). Aaker’s brand personality scale in a French context: a replication and a preliminary test of its validity. Developments in Marketing Science, 23, 7-13.
Filieri, R., & McLeay, F. (2014). E-WOM and accommodation an analysis of the factors that influence travelers’ adoption of information from online reviews. J. Travel Res., 53, 44–57.
Freling T. H., & Forbes L. P. (2005). An empirical analysis of the brand personality effect. Journal of Product and Brand Management, 14(7), 404-413.
Freling, T. H., Crosno, J. L., & Henard, D. H. (2011). Brand personality appeal: conceptualization and empirical validation. Journal of the Academy of Marketing Science, 39(3), 392-406.
Gómez-Suárez, M., Martínez-Ruiz, M. P., & Martínez-Caraballo, N. (2017). Consumer-brand relationships under the marketing 3.0 paradigm: a literature review. Front. Psychol., 8, 252.
Gouteron J. (2006). L’impact de la personnalité de la marque sur la relation marque- consommateur, application au marché du prêt-à-porter féminin. Revue Française du Marketing, 207, Avril, 43-59.
Hair,J.F, Black,W.C, Babin,B.J,Anderson,R.E, and Tatham,R.L.(2006).Multivariate Data Analysis: Pearson Prentice Hall.NJ: Upper Saddle River.
Hameide, K. (2011). Fashion branding unraveled. New York: Fairchild Books.
Heding, T., Knudtzen, C., & Bjerre, M. (2009). Brand management: research, theory and practice. UK: Routledge.
Jöreskog, K. G., & Sörbom, D. (2007). LISREL 8.8. Chicago: Scientific Software.
Joyn Marketing Consultancy. (2012). Retrieved from: http://wwwjoynlondon.com
Kalantar, K., & Khalili, F. (2017). Analyzing the Effect of Consumers’ Perception of Brand Personality on Purchase Intention (Case study: Maz Maz Company). International Journal of Humanities and Cultural Studies, 4(3).
Kazmi, A., & Mehmood, Q. S. (2016). The effect of electronic word of mouth communication and brand image on purchase intention: A case of consumer electronics in Haripur, Pakistan. Management Science Letters, 409–508.
Keller, K. L., & Richey, K. (2006). The importance of corporate brand personality traits to a successful 21st century business. Brand Management, 14, 74–81.
Kim, H. W., Gupta, S., & Koh, J. (2011). Investigating the intention to purchase digital items in social networking communities: a customer value perspective. Information & Management, 48(6), 228–234.
Krejcie, R.V and Morgan, D.W.(1970). Determining sample size for research activities. Educational and psychological measurement.30: 607-10.
Lee, Y. G., Byon, K. K., Ammon, R., & Park, S-B. R. (2016). Golf product advertising value, attitude toward advertising and brand, and purchase intention. Social Behavior and Personality, 44(5), 785-800.
Lee, Y., Back, K., & Kim, J. (2009). Family restaurant brand personality and its impact on customer’s emotion, satisfaction and brand loyalty. Journal of Hospitality & Tourism Research, 33(3), 305–328.
Liao, S.H., Wu, C.C., Widowati, R., & Chen, M.Y. (2012). Relationships between brand awareness and online word-of-mouth: an example of online gaming community. International Journal of Web Based Communities, 8(2), 177–195.
Luo, C., Luo, X. R., Schatzberg, L., & Sia, C. L. (2013). Impact of informational factors on online recommendation credibility: the moderating role of source credibility. Decis. Support Syst., 56, 92–102.
Moldovan, S., Goldenberg, J., & Chattopadhyay, A. (2011). The different roles of product originality and usefulness in generating word-of-mouth. International Journal of Research in Marketing, 28(2), 109-119.
Ng, S. I., Sambasivan, M., & Zubaidah, S. (2011). Antecedents and outcomes of flight attendants’ job satisfaction. Journal of Air Transport Management, 17, 309-313.
Park, C., & Lee, T. M. (2009). Information direction, website reputation and eWOM effect: A moderating role of product type. Journal of Business Research, 62(1), 61–67.
Reham Ibrahim Elseidi, & Dina El-Baz. (2016). Electronic word of mouth effects on consumers’ brand attitudes, brand image and purchase intention: an empirical study in Egypt. The Business and Management Review, 7(5), 514-522.
Sandy, N., Meredith, D.E., & Dagger, T.S. (2011). Generating positive word-of-mouth in the service experience. Managing Service Quality, 21(2), 133–151.
Severi, E., Ling, K. C., & Nasermoadeli, A. (2014). The impacts of electronic word of mouth on brand equity in the context of social media. International Journal of Business and Management, 9(8), 84–96.
Siguaw, J., Mattila, A., & Austin, J. (1999). The brand personality scale: an application for restaurants. Cornell Hospitality and Restaurant Administration Quarterly, 40(3), 48–55.
Taghizadeh, H., Taghipourian, M. J., & Khazaei, A. (2013). The effect of customer satisfaction on word of mouth communication. Research Journal of Applied Sciences, Engineering and Technology, 5(8), 2569-2575.
Toldos-Romero, M. D. L. P., & Orozco-Gómez, M. M. (2015). Brand personality and purchase intention. European Business Review, 27(5), 462–476.
Torlak, O., Ozkara, B. Y., Tiltay, M. A., Cengiz, H., & Dulger, M. F. (2014). The effect of electronic word of mouth on brand image and purchase intention: An application concerning cell phone brands for youth consumers in Turkey. Journal of Marketing Development and Competitiveness, 8(2), 61.
Vahdati, H., & Mousavi Nejad, S. H. (2016). Brand Personality Toward Customer Purchase Intention: The Intermediate Role of Electronic Word-of-Mouth and Brand Equity. Asian Academy of Management Journal, 21(2), 1–26.
Venable, B. T., Rose, G. M., & Gilbert, F. W. (2002). Measuring the Brand Personality of Non-profit Organizations. In proceedings of Annual Association for Consumer Research, Oct., Atlanta: ACR.
Wang, X., Yu, C., & Wei, Y. (2012). Social media peer communication and impacts on purchase intentions: a consumer socialization framework. Journal of Interactive Marketing, 26(4), 198–208.
Xie, Q., Song, W., Peng, X., & Shabbir, M. (2017). Predictors for e-government adoption: integrating TAM, TPB, trust and perceived risk. The Electronic Library, 35(1), 2-20.
Yang, F. X. (2017). Effects of restaurant satisfaction and knowledge sharing motivation on eWOM intentions: the moderating role of technology acceptance factors. J. Hosp. Tour. Res., 41, 93–127.
Aaker, J. L. (1999). The Malleable Self: The Role of Self-Expression in Persuasion. Journal of Marketing Research, 36(1), 43-57.
Aaker, J., Benet-Martínez, V., & Garolera, J. (2001). Consumption Symbols as Carriers of Culture: A study of Japanese and Spanish Brand Personality Constructs. Journal of Personality and Social Psychology, 81(3), 492-508.
Aggarwal, P. (2004). The effects of brand relationship norms on consumer attitudes and behavior. Journal of Consumer Research, 31(1), 87–101.
Ang, S.H., & Lim, E.A.C. (2006). The influence of metaphors and product type on brand personality perceptions and attitudes. Journal of Advertising, 35(2), 39-53.
Arsena, A., Silvera, D. H., & Pandelaere, M. (2014). Brand Trait Transference: When Celebrity Endorsers Acquire Brand Personality Traits. Journal of Business Research, 67(7), 1537–1543.
Avis, M. (2012). Brand Personality Factor Based Models: A Critical Review. Australasian Marketing Journal (AMJ), 20(1), 89–96.
Baber, A., Thurasamy, R., Malik, R.I., Sadig, B., Islam, S., & Sajjad, M. (2016). Online word-of-mouth antecedents, attitude and intention-to-purchase electronic products in Pakistan. Telematics and Informatics, 33(2), 388-400.
Bataineh, A.Q. (2015). The impact of perceived e-wom on purchase intention: The mediating role of corporate image. International Journal of Marketing Studies, 7(1), 126-137.
Behjati, S., & Pandya, S. (2012). Application of structural equation modeling to explain online purchasing intention: an extension of theory of planed behaviour. Industrial Engineering Letters, 2(6), 33-41.
Bouhlel, O., Mzoughi, N., Hadiji, D., & Ben Slimane, I. (2011). Brand personality's influence on the purchase intention: A mobile marketing case. International Journal of Business and Management, 6(9), 210–227.
Cantallops A. S., & Salvi F. (2014). New consumer behavior: a review of research on eWOM and hotels. Int. J. Hosp. Manage., 36, 41–51.
Cheung, C. M., & Thadani, D. R. (2012). The impact of electronic word-of-mouth communication: a literature analysis and integrative model. Decis. Support Syst, 54, 461–470.
De Bruyn, A., & Lilien, G.L. (2008). A multi-stage model of word-of-mouth influence through viral marketing. International Journal of Research in Marketing, 25(3), 151-163.
Ellonen, H.K., Kosonen, M., Tarkiainen, A., & Tonteri, L. (2013). The positive outcomes of a sense of virtual community. International Journal of Web Based Communities, 9(4), 465–482.
Feick, L.F., & Price, L.L. (1987). The Market Maven: A Diffuser of Marketplace Information. Journal of Marketing, 51(1), 83-97.
Fennis, B. M., & Pruyn, A. T. H. (2007). You Are What You Wear: Brand Personality Influences on Consumer Impression Formation. Journal of Business Research, 60(6), 634–639.
Ferrandi, J., Valette-Florence, P., & Fine-Falcy, S. (2000). Aaker’s brand personality scale in a French context: a replication and a preliminary test of its validity. Developments in Marketing Science, 23, 7-13.
Filieri, R., & McLeay, F. (2014). E-WOM and accommodation an analysis of the factors that influence travelers’ adoption of information from online reviews. J. Travel Res., 53, 44–57.
Freling T. H., & Forbes L. P. (2005). An empirical analysis of the brand personality effect. Journal of Product and Brand Management, 14(7), 404-413.
Freling, T. H., Crosno, J. L., & Henard, D. H. (2011). Brand personality appeal: conceptualization and empirical validation. Journal of the Academy of Marketing Science, 39(3), 392-406.
Gómez-Suárez, M., Martínez-Ruiz, M. P., & Martínez-Caraballo, N. (2017). Consumer-brand relationships under the marketing 3.0 paradigm: a literature review. Front. Psychol., 8, 252.
Gouteron J. (2006). L’impact de la personnalité de la marque sur la relation marque- consommateur, application au marché du prêt-à-porter féminin. Revue Française du Marketing, 207, Avril, 43-59.
Hair,J.F, Black,W.C, Babin,B.J,Anderson,R.E, and Tatham,R.L.(2006).Multivariate Data Analysis: Pearson Prentice Hall.NJ: Upper Saddle River.
Hameide, K. (2011). Fashion branding unraveled. New York: Fairchild Books.
Heding, T., Knudtzen, C., & Bjerre, M. (2009). Brand management: research, theory and practice. UK: Routledge.
Jöreskog, K. G., & Sörbom, D. (2007). LISREL 8.8. Chicago: Scientific Software.
Joyn Marketing Consultancy. (2012). Retrieved from: http://wwwjoynlondon.com
Kalantar, K., & Khalili, F. (2017). Analyzing the Effect of Consumers’ Perception of Brand Personality on Purchase Intention (Case study: Maz Maz Company). International Journal of Humanities and Cultural Studies, 4(3).
Kazmi, A., & Mehmood, Q. S. (2016). The effect of electronic word of mouth communication and brand image on purchase intention: A case of consumer electronics in Haripur, Pakistan. Management Science Letters, 409–508.
Keller, K. L., & Richey, K. (2006). The importance of corporate brand personality traits to a successful 21st century business. Brand Management, 14, 74–81.
Kim, H. W., Gupta, S., & Koh, J. (2011). Investigating the intention to purchase digital items in social networking communities: a customer value perspective. Information & Management, 48(6), 228–234.
Krejcie, R.V and Morgan, D.W.(1970). Determining sample size for research activities. Educational and psychological measurement.30: 607-10.
Lee, Y. G., Byon, K. K., Ammon, R., & Park, S-B. R. (2016). Golf product advertising value, attitude toward advertising and brand, and purchase intention. Social Behavior and Personality, 44(5), 785-800.
Lee, Y., Back, K., & Kim, J. (2009). Family restaurant brand personality and its impact on customer’s emotion, satisfaction and brand loyalty. Journal of Hospitality & Tourism Research, 33(3), 305–328.
Liao, S.H., Wu, C.C., Widowati, R., & Chen, M.Y. (2012). Relationships between brand awareness and online word-of-mouth: an example of online gaming community. International Journal of Web Based Communities, 8(2), 177–195.
Luo, C., Luo, X. R., Schatzberg, L., & Sia, C. L. (2013). Impact of informational factors on online recommendation credibility: the moderating role of source credibility. Decis. Support Syst., 56, 92–102.
Moldovan, S., Goldenberg, J., & Chattopadhyay, A. (2011). The different roles of product originality and usefulness in generating word-of-mouth. International Journal of Research in Marketing, 28(2), 109-119.
Ng, S. I., Sambasivan, M., & Zubaidah, S. (2011). Antecedents and outcomes of flight attendants’ job satisfaction. Journal of Air Transport Management, 17, 309-313.
Park, C., & Lee, T. M. (2009). Information direction, website reputation and eWOM effect: A moderating role of product type. Journal of Business Research, 62(1), 61–67.
Reham Ibrahim Elseidi, & Dina El-Baz. (2016). Electronic word of mouth effects on consumers’ brand attitudes, brand image and purchase intention: an empirical study in Egypt. The Business and Management Review, 7(5), 514-522.
Sandy, N., Meredith, D.E., & Dagger, T.S. (2011). Generating positive word-of-mouth in the service experience. Managing Service Quality, 21(2), 133–151.
Severi, E., Ling, K. C., & Nasermoadeli, A. (2014). The impacts of electronic word of mouth on brand equity in the context of social media. International Journal of Business and Management, 9(8), 84–96.
Siguaw, J., Mattila, A., & Austin, J. (1999). The brand personality scale: an application for restaurants. Cornell Hospitality and Restaurant Administration Quarterly, 40(3), 48–55.
Taghizadeh, H., Taghipourian, M. J., & Khazaei, A. (2013). The effect of customer satisfaction on word of mouth communication. Research Journal of Applied Sciences, Engineering and Technology, 5(8), 2569-2575.
Toldos-Romero, M. D. L. P., & Orozco-Gómez, M. M. (2015). Brand personality and purchase intention. European Business Review, 27(5), 462–476.
Torlak, O., Ozkara, B. Y., Tiltay, M. A., Cengiz, H., & Dulger, M. F. (2014). The effect of electronic word of mouth on brand image and purchase intention: An application concerning cell phone brands for youth consumers in Turkey. Journal of Marketing Development and Competitiveness, 8(2), 61.
Vahdati, H., & Mousavi Nejad, S. H. (2016). Brand Personality Toward Customer Purchase Intention: The Intermediate Role of Electronic Word-of-Mouth and Brand Equity. Asian Academy of Management Journal, 21(2), 1–26.
Venable, B. T., Rose, G. M., & Gilbert, F. W. (2002). Measuring the Brand Personality of Non-profit Organizations. In proceedings of Annual Association for Consumer Research, Oct., Atlanta: ACR.
Wang, X., Yu, C., & Wei, Y. (2012). Social media peer communication and impacts on purchase intentions: a consumer socialization framework. Journal of Interactive Marketing, 26(4), 198–208.
Xie, Q., Song, W., Peng, X., & Shabbir, M. (2017). Predictors for e-government adoption: integrating TAM, TPB, trust and perceived risk. The Electronic Library, 35(1), 2-20.
Yang, F. X. (2017). Effects of restaurant satisfaction and knowledge sharing motivation on eWOM intentions: the moderating role of technology acceptance factors. J. Hosp. Tour. Res., 41, 93–127.