|
The Study of the Influential Factors of the Consumers towards the Products and Services Advertised in Line Official Account |
|---|---|
| รหัสดีโอไอ | |
| Creator | 1. Nattaporn Onkaew 2. Nitaya Wongpinunwatana |
| Title | The Study of the Influential Factors of the Consumers towards the Products and Services Advertised in Line Official Account |
| Publisher | MSMIS Thammasat University |
| Publication Year | 2558 |
| Journal Title | Journal of information systems in Business JISB |
| Journal Vol. | 1 |
| Journal No. | 1 |
| Page no. | 43 |
| Keyword | Line Application, Line official account, Purchase intention, Online Advertising |
| ISSN | 2465-4264 |
| Abstract | This research aims to study influential factors on customers' intention to consume the product or services that have been advertised through Line Official Accounts, analyzed through the lens of two theories. The Uses and Gratification, and the theory of Reasoned Action. In addition, this study examines informativeness, entertainment, irritation, credibility, attitude toward advertising, attitude toward brand, and purchase intention. This study is based on quantitative research, conducted using online and paper questionnaires as data collection device. The focus group consisted of 205 Line Application users in Thailand who have experience adding at least one Line Official Account to their social network. The reliability of the research has been measured using Cornbrach's alpha and validity analysis. The researcher also used regression analysis for hypothesis testing. |
