ความคิดเห็นที่มีต่อพริตตี้ในการนำาเสนอสินค้า และพฤติกรรมการซื้อสินค้าของผู้ติดตาม

Abstract

research has an objective to study on 1) followers’ behaviors on news and information a cknowledgement through pretty PR girl (PRETTY) with different

demographic characteristics; 2) relationships between followers’ behaviors on news

and information acknowledgement and opinions towards PRETTY’s product presentation; 3) relationship between news and information acknowledgement through PRETTY and buying behaviors of followers; 4) relationship between opinions towards PRETTY’s product presentation and buying behaviors of followers

The sample of this research is totally 400 people of both males and females    who follow PRETTY and whose age above 15-35 years old, additionally, online questionnaires were used as tools of data collection and the statistical analysis of Pearson’s Product Moment Correlation Coefficient was applied to test hypothesis.

The result of research was found that 1) different genders are not significantly indifferentin news and information acknowledgement from PRETTY while the differences of age, education level and average monthly income  affect aigrifieant the different  behaviors  on  news  &  information  exposure  significantly at the level of 0.05 and 0.001; 2) followers’ behaviors on news and information acknowledgement have positive relations with opinions towards PRETTY’s prod-   uct presentation significantly and statistically at the level of 0.001; 3) followers’ behaviors on news and information acknowledgement such as exposure channels  such as Facebook, YouTube, Socialcam, Instagram, Twitter, Blogger, objectives of news and information exposure from PRETTY have positive relations with buying behaviors significantly and statistically at the level of 0.001; 4) opinions to wards PRETTY’s product presentation have positive relations with followers’ behaviors of product purchase significantly and statistically at the level of 0.001.