แรงจูงใจในการใช้งานแฟนเพจเฟซบุ๊กของผู้บริโภคคนไทยในหมวดสินค้าที่มีความเกี่ยวพันสูงและต่ำ

Abstract

The objective of this study was to better understand consumers’ motivation in the use of Facebook fanpage amongst different levels of involvement in products or services. A qualitative interview was employed to gain the insight from 12 fanpage users with the age between 18-34 years old, who normally visit different products and services categories of Facebook fanpage. In this study, high-involvement products included car and mobile phone while low-involvement products included stationary and non-alcohol beverages. The finding showed that consumers were using Facebook due to the need to contact their friends rather than seeking information from brands or products. Influential factors in joining Facebook fanpage community came from 4 main factors: 1) Recommendation from peers 2) Observation from friends’ account during using facebook 3) Searching information from Facebook website and 4) Information about Facebook fanpage from brands’ or products’ websites. Additionally, motivations for using Facebook fanpage could be divided into three categories based on the different needs; 1) Informational motivation 2) Entertaining motivation and 3) Social motivation. In detail, informational motivation was the integral part which encourages users to use Facebook fanpage from brands. For high-involvement products, information related with products or services affected purchase intention as consumers valued the beneficial information from administrator and experience from real users to support their decision. For low-involvement products, information about marketing activities such as place, price and promotion influenced consumers purchasing action in the real world. The findings were beneficial for marketers to develop branding or marketing strategies in line with real consumers’ need.