Marketing Factors Affect the Decision to Choose Apartment of Workers in Indraram Industrial Park Located in In Buri District, Sing Buri Province

Abstract

          This research aimed to 1) study online shopping behaviors of people in Lop Buri through online media 2) study the attitude of people in Lop Buri towards the advertisements which were consisted of influencers as presenters 3) study the relation between the advertisement using influencers as presenters and the characteristic of influencers appeared on the advertisement. This quantitative research collected the data by questionnaire. The sample were 400 people living in Lop Buri. The statistic applied in the work consisted of frequency, percentage, mean, standard deviation and Pearson correlation coefficient. The result of this study provided that

          1.Online shopping behavior of people in Lop Buri were mostly took place on Facebook to buy health products and cosmetics. The average was 2-3 times a month and 20.01-23.00 was the most frequently purchase period during a day. The amount of spending money was less than 1,000 bath for each purchase.

          2.The attitude the of people in Lop Buri towards the advertisement using influencers as presenters both traditional and online were high level. New online advertisement media had higher level of receiving than traditional advertisement media in terms of reliability, attraction and the product receiving.

          3.The receiving of traditional advertisement media using influencers as presenters was especially related to characteristics of influencer the reliability which had significant statistic at 0.01 and moderate correlation.

          4.The receiving of online advertisement media using influencers as presenters had moderate correlation relying on reliability, knowledge, attraction, reputation and resemblance with the significant statistic at 0.01