THE INFLUENCE OF TEENAGER PEER INTERACTION AND WORD OF MOUTH TO THE INTENTION TO PURCHASE AND THE PURCHASING DECISION MAKING: CASE STUDY OF THAI TEENAGERS IN BANGKOK
Article Sidebar
Main Article Content
Abstract
Teenagers are a group of young people who have a lot of energy and like to learn many things in their lives. They are a group of students and critical workforces in business, industry, and countries. Most countries are successful and have strong economies because they have a high quality of young people. In contrast, many countries face tremendous setbacks because they do not have enough teenagers to work or have a lower-quality workforce. This research studied the influence of teenagers' peer interaction and word of mouth (WOM) on the intention to purchase which led to the purchasing decision-making. This quantitative research used a questionnaire both online and offline to collect the data from 466 teenage customers in Bangkok about the factors that influenced on their intentions to purchase and purchasing decision-making. The result showed that word of mouth had a significant positive impact on the intention to purchase and led to purchasing decision-making, while teenager peer interaction did not theoretically support it. The intention to purchase also had a positive influence on the purchasing decision-making process of purchasing behavior of the sample group. Companies or any providers that produce products or services should recognize the importance of word-of-mouth marketing, particularly through social media as a form of viral marketing because this marketing tool is very powerful to directly and indirectly impact sales. Especially if any organization could be able to generate a positive viral to their business, that could be one of the very significant factors to bring more customers and more success to their companies.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
References
Abubakar, A. M., Ilkan, M., & Sahin, P. (2016). eWOM, eReferral and gender in the virtual community. Marketing Intelligence & Planning, 34(5), 692-710. DOI:10.1108/ MIP-05-2015-0090
Adha, A. R., Widiartanto, W., & Dewi, R. S. (2023). The Impact of Viral Marketing, Online Customer Review, and Online Customer Rating on Online Shopping Decisions in The Tokopedia Marketplace of Universitas Diponegoro Students. Jurnal Ilmu Administrasi Bisnis, 12(1), 284-293. https://doi.org/10.14710/jiab.2023.37321
Brey, E.T., & Lehto, X. (2008). Changing family dynamics: A force of change for the family-resort industry. International Journal of Hospitality Management, 27(2), 241–248. DOI:10.1016/j.ijhm.2006.12.008
Brown, J., Broderick, A. J., & Lee, N. (2007). Word of mouth communication within online communities: Conceptualizing the online social network. Journal of Interactive Marketing, 21(3), 2–20. DOI:10.1002/dir.20082
Chang, L. (2011). Factors Influencing Teenagers' Purchase Intention towards Celebrity-endorsed Apparels: A Case Study. AU-GSB e-JOURNAL, 4(2), http://www. assumptionjournal.au.edu/index.php/AU-GSB/article/view/497
De Groot, I. M., Antonides, G., Read, D., & van Raaij, W. F. (2009). The effects of direct experience on consumer product evaluation. The Journal of Socio-Economics, 38(3), 509-518. https://doi.org/10.1016/j.socec.2008.08.008
Fan, A., Shin, H. W., Shi, J., & Wu, L. (2023). Young people share, but do so differently: an empirical comparison of peer-to-peer accommodation consumption between millennials and generation Z. Cornell Hospitality Quarterly, 64(3), 322-337. DOI:10.1177/19389655221119463
Gardner, M. J., & Altman, D. G. (1986). Confidence intervals rather than P values: estimation rather than hypothesis testing. Br Med J (Clin Res Ed), 292(6522), 746-750. Doi: 10.1136/bmj.292.6522.746
Hair, J., Black, W.C., Babin, B. J., & Anderson, R.E. (2010). Multivariate Data Analysis (7th Edition).NJ:Prentice-Hall Publication.https://www.scirp.org/reference/ ReferencesPapers?ReferenceID=1841396
Han, W. (2021). Purchasing Decision-Making Process of Online Consumers. In 2021 International Conference on Public Relations and Social Sciences (ICPRSS 2021) (pp. 545-548). Atlantis Press. DOI: 10.2991/assehr.k.211020.214
Martin, W. C., & Lueg, J. E. (2013). Modeling word-of-mouth usage. Journal of Business Research, 66(7), 801-808. DOI: 10.1016/j.jbusres.2011.06.004
Miklošík, A. (2015). Changes in purchasing decision-making process of consumers in the digital era. European Journal of Science and Theology, 11(6), 167-176. http://www.ejst.tuiasi.ro/Files/55/17_Miklosik.pdf
Puspa, R., Permana, A., & Karunia, E. (2020). Faktor Yang Mempengaruhi Kepuasan Pelanggan Berdasarkan Bauran Pemasaran Pada Supermarket K-Store Krakatau Junction.Jurnal Bina Bangsa Ekonomika, 13(2), 208-216. DOI: https://doi.org /10.46306/jbbe.v13i2.45
Ridwan, M. (2022). Purchasing Decision Analysis in Modern Retail. AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis, 2(1), 1-9. DOI: https://doi.org/10.37481 /jmeb.v2i1.243
Salazar, J. M. R. (2017). Social media sites and teenage purchase intention in online shopping: an experimental study. International Journal of Contemporary Financial Issues, 2(1), 39-54. DOI: 10.17613/7dvz-d623
Shalaby, R. A. H., & Agyapong, V. I. (2020). Peer support in mental health: literature review. JMIR mental health, 7(6), e15572. DOI: 10.2196/15572
Singh, R., & Nayak, J. K. (2014). Peer interaction and its influence on family purchase decision:A study among Indian teenagers.Vision, 18(2), 81-90.DOI:10.1177/ 0972262914527873
Soanboon, P., Nanakorn, S., & Kutanan, W. (2016). Determination of sex difference from fingerprint ridge density in northeastern Thai teenagers. Egyptian Journal of Forensic Sciences, 6(2), 185-193. https://doi.org/10.1016/j.ejfs.2015.08.001
Soelasih, Y., & Sumani, S. (2021). The effect of word-of-mouth on purchase intention: A case study of low-cost carriers in Indonesia. The Journal of Asian Finance, Economics and Business, 8(4), 433-440.https://www. kci.go.kr/kciportal/landing/article.kci?arti_id=ART002712433
Spears, N., & Singh, S. N. (2004). Measuring attitude toward the brand and purchase intentions. Journal of current issues & research in advertising, 26(2), 53-66. https://doi.org/10.1080/10641734.2004.10505164
Sprott, D. E., & Shimp, T. A. (2004). Using product sampling to augment the perceived quality of store brands.Journal of Retailing, 80(4), 305-315.https://doi.org/ 10.1016/j.jretai.2004.10.006
Stark, D., Bielack, S., Brugieres, L., Dirksen, U., Duarte, X., Dunn, S., & Ferrari, A. (2016). Teenagers and young adults with cancer in Europe: from national programmes to a European integrated coordinated project. European Journal of Cancer Care, 25(3), 419-427. doi: 10.1111/ecc.12365. Epub 2015 Aug 4.
Tudoran, A. A., Olsen, S. O., & Dopico, D. C. (2012). Satisfaction strength and intention to purchase a new product. Journal of Consumer Behaviour, 11(5), 391-405. DOI:10.1002/cb.1384
Wang, Y., & Yu, C. (2017). Social interaction-based consumer decision-making model in social commerce:The role of word of mouth and observational learning. International Journal of Information Management, 37(3), 179-189. https://doi.org/10.1016/j.ijinfomgt. 2015.11.005
Wee, C. S., Ariff, M. S. B. M., Zakuan, N., Tajudin, M. N. M., Ismail, K., & Ishak, N. (2014). Consumers perception, purchase intention and actual purchase behavior of organic food products. Review of integrative business and economics research, 3(2), 378. http://buscompress.com/uploads/3/4/9/8/ 34980536 /riber_b14-173__378-397_.pdf
Widyastuti, S., Prasetyo, H., & Gustari, I. (2017). An Investigating on the Purchase Intention: Developing Dealers Reputation through Customer Trust and Service Quality. European Journal of Social Sciences, 54(3), 316-331.
Yeoh, E., Othman, K., & Ahmad, H. (2013). Understanding medical tourists: Word-of-mouth and viral marketing as potent marketing tools. Tourism Management, 34, 196-201. https://doi.org/10.1016/j.tourman.2012.04.010
Zotova, L. E., Prjazhnikov, N. S., Berezhnaja, M. S., Ermakov, V. A., & Melamud, M. R. (2016). Specific Features of Life Situations in Teenagers and Young People, Predisposed to Deviant Behavior. International Journal of Environmental and Science Education, 11(18), 11889-11897. http://www.ijese.net/makale_indir/ IJESE_1647_article_583ed7abe79bd.pdf
