คุณลักษณะเครือข่ายออนไลน์ที่มีผลต่อการตัดสินใจซื้อสินค้าและบริการของผู้บริโภคไทย : กรณีศึกษา Facebook

บทคัดย่อ

Online Social Network Attribute Affecting the Purchasing Decision to Goods and Services of Thai Consumers: A Case Study of Facebook

This research aims to study the online social network attribute that affects decision in the purchase goods and services. This research is a survey research. The sample population is 400 Thai Facebook users. The convenience sampling method was applied for selecting the sample group. For data analysis is multiple regressions. The findings reveal that the opinion discussions, sharing the posts, business affirmation and using photos to convey messages directly resulted in the purchasing decisions at the 0.05 significance level. It explains that the variations of the purchasing decision to goods and services account for 60.2 percent.