ทัศนคติและพฤติกรรมของผู้บริโภคที่มีต่อการตลาดและการละเมิดสิทธิส่วนบุคคลบนเว็บไซต์เครือข่าสังคมออนไลน์

Abstract

The purpose of this survey were:(1) to study consumer's media exposure motives and behavior on social networking website, (2) to study consumer’s attitude and behaviour related to marketing on social networking website and (3) to study consumer’s attitude and behaviour relate to privacy violation on social networking websites. Self-administered questionnaire were use to collect data from 400 males and females 18 to 25 years old living in Bangkok who are considers to be Generation Y growing up in Internet and digital era and also using social networking website the most.

Result showed that: (1) consumer exposes social networking website every day, over 3 hours a day consumer’s motives behind the use of social networking website are mostly information-gathering and problem-solving and the most behaviour on social networking websites  is social connection, (2) consumer has moderate attitude and behaviour towards marketing on social network finally, (3) consumer has a moderate attitude and behaviour towards privacy violation on social networking websites.