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Consumer Behaviors and New Media Literacy |
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| รหัสดีโอไอ | |
| Creator | กาญจนา มีศิลปะวิกกัย |
| Title | Consumer Behaviors and New Media Literacy |
| Publisher | สถาบันวิศวการพิมพ์ มหาวิทยาลัยสยาม |
| Publication Year | 2559 |
| Journal Title | นิเทศสยามปริทัศน์ |
| Journal Vol. | 15 |
| Journal No. | 19 |
| Page no. | 10 . 16 |
| Keyword | Purchasing Behavior Models, Social Media, Influences, Decision Process Model,Cultural Approaches |
| ISSN | 1513-2226 |
| Abstract | Consumer behavior includes mental assessments, emotional responses and physicalactivities during the selection, purchase, use and disposal of products and services. Existingmodels of the purchasing process vary, but usually share at least four significant parts: 1) Consumer2) Marketing Inputs 3) Psychological Inputs 4) Purchase Decisions.Among the most important influences on this process are the media. In the 21st century,new media have advanced and expanded in an unprecedented way to become pervasiveand penetrate every aspect of our society. A new media literacy plays an essential role for anycitizen to participate fully in this society. But it is individual social skills and cultural competenciesthat create today's media environment for active digital participation.In this rapidly changing situation, a positive consumer behavior leads to a purchase decision onthe basis of factors including product, location, and brand choice. The decision to buy is oftendriven by demand that marketers have generated using new media. There is a mutual need forincreased media literacy, by marketers to optimize promotion and by consumers as the receiversof marketing information. Potentially, brand 'trust' will make this New Media Literacy andBuyer Decision Process model simpler, but further research on the relative importance of differentinfluences on consumer-decision making, related to culture, for some large purchases issuggested. |
