การรับรู้วิธีการส่งเสริมการขายบนเฟชบุ๊กแฟนเพจและผลต่อพฤติกรรมผู้บริโภค

Abstract

The   objectives   of   this   research  were   to   examine   sales promotion techniques  used  on  facebook  fanpages  and  to  find out the correlation between  perception of  sales promotion techniques used  on  facebook   fanpages  and  consumer  behavior  consisting  of attitude, joining and purchase intention. This study employed two-step methodology,  first was documentary research to study sales promotion techniques   of   top   five facebook fanpages  ranked  by   number  of members, which included ICHITAN,  PEPSI, GTH, KFC and OISHI. Second was survey research, questionnaires were used to collect data from 400 respondents. Frequency, percentage, mean, Pearson’s Product Moment  Correlations Coefficient  were  employed  for  the  analysis of the  data. SPSS for Windows  program was used for  data processing.

The  findings  were  as follows:

1.  Documentary research of  top  five  facebook  fanpages found that sales promotion technique used on facebook fanpages were Coupon and Contests and Sweepstakes.

2.  The  results  from  survey  research indicated that  perception toward  sales  promotion   used   of   respondents  were   at  moderate level. Respondents had positive attitude toward sales promotion   technique   used   on   facebook   fanpages and their level of joining was low. The levels of purchase intention found in a moderate level. Positive significant correlation was found between perception of sales promotion technique used on facebook fanpages and consumer behavior consisting of attitude, joining and purchase intention at 0.01 level.