รหัสดีโอไอ 10.14457/TU.the.2017.436
Title A study of online shoppers' journey in purchasing building materials for home use via Facebook
Creator Kawin Tanthapruekpol
Contributor Paul G. Patterson, Advisor
Publisher Thammasat University
Publication Year 2017
Keyword Facebook ,Building material industry ,Consumer journey map ,Consumer behavior
Abstract One of the top issues of business today is how to integrate technology to assist business development. With a more fast-moving market, building material companies in the household market such as fencing, roofing and tiling see opportunities to capture 46 million Facebook users as a new distribution channel. The purpose of the study is to understand online shoppers’ behavioral pattern and touch points along the customer journey map. This will provide an understanding of: why online shoppers purchase building materials for home use via Facebook; where they make a purchase decision by using the customer journey as a framework; and how comfortable they are to use Facebook as a tool to purchase building materials for home use.The research was conducted by using exploratory research methods including secondary research and in-depth interviews. Secondary research was gathered from the information about market situation, the customer journey and customer experience, and the information about contemporary customer journey related to technology from academic paper, journal and website. In-depth interviews were conducted by recruiting twenty-five participants who used to purchase building materials for home use at least once in the past year. The participants were asked about their Facebook shopping behavior and touch points from pre-purchase to purchase and post-purchase, reasons and perceptions in shopping for building materials for home use via Facebook. The results of the study show the differences in shopping interest and reasons of using Facebook as a medium to purchase building material for home use, while they share the common behavioral patterns and touchpoints. Three segments of shoppers were found: value seeker, frequent shopper and identity seeker to illustrate different groups of interest.
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Kawin Tanthapruekpol และผู้แต่งคนอื่นๆ. (2017) A study of online shoppers' journey in purchasing building materials for home use via Facebook. Thammasat University:ม.ป.ท.
Kawin Tanthapruekpol และผู้แต่งคนอื่นๆ. 2017. A study of online shoppers' journey in purchasing building materials for home use via Facebook. ม.ป.ท.:Thammasat University;
Kawin Tanthapruekpol และผู้แต่งคนอื่นๆ. A study of online shoppers' journey in purchasing building materials for home use via Facebook. ม.ป.ท.:Thammasat University, 2017. Print.