ปัจจัยที่มีอิทธิพลต่อการเข้าร่วมกิจกรรมส่งเสริมการขายของผู้บริโภคบนแอปพลิเคชันไลน์

Abstract

The purposes of this research were to study 1) factors which are important to participation in sales promotion on LINE application and 2) factors influencing consumers to participate in sales promotion on LINE application. The study was based on qualitative and quantitative methods: 1) In-depth interview with 12 samples aged 20-34 years old in Bangkok and 2) questionnaires used to collect data from 400 respondents. The data were statistically analyzed by using frequency distribution, percentage, standard deviation and multiple regression analysis.

The findings in qualitative method showed that personal factor, marketing factor, family factor, social factor and LINE application's feature factor were the important factors in participation in sales promotion on LINE application. The results of quantitative method revealed that marketing factor was the most influential factor in participation in sales promotion on LINE application, followed by social factor and personal factor, respectively. From the separate analysis of 3 LINE official brands, the results found that 1) for AIS, marketing factor, social factor, and personal factor significantly influenced participation in sales promotion on LINE application. 2) for Muang Thai Life, marketing factor, personal factor, and social factor significantly influenced participation in sales promotion on LINE application and 3) for TrueMove H, social factor, marketing factor, and LINE application's feature factor significantly influenced participation in sales promotion on LINE application.