การประยุกต์ใช้ทฤษฎีพฤติกรรมตามแผนในการอธิบายพฤติกรรมการนำข้อมูลบนเฟซบุ๊กแฟนเพจประกอบการตัดสินใจซื้อ

Abstract

Fanpage Facebook has become an important channel for marketers and advertisers to deliver their intended message to target market and create consumer participation with brands. This research mainly aimed to apply theory of planned behavior to predict consumer intention to use information for their purchases. This research employed survey research methods using questionnaire to collect data from a total of 807 facebook users during November to December 2014. The results showed that if a fanpage facebook have a positive attitude, perceived behavioral control, subjective norms toward information usage, his/her intention to use information for his/her purchases is also positive. According to the step wise regression analysis, theory of planned behavior has slightly predictive power to understand consumer behavior on fanpage facebook. Therefore, in the future, marketing factors or behavioral factors which are more relevant to consumer behavior on social media should be added into the model to increase predictive power and can be the best useful for marketers.