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

บทคัดย่อ

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.