รหัสดีโอไอ 10.14456/ssa.2023.17
Creator Praphruetmon Chenicha
Title HOW DOES CREATIVE INTERCULTURAL COMMUNICATION WORK? THE IMPACT OF ONE COUNTRY'S MEDIA IMAGE ON CONSUMERS IN ANOTHER COUNTRY
Contributor Ching-Chou Chen
Publisher National Research Council of Thailand
Publication Year 2023
Journal Title SOCIAL SCIENCE ASIA : Official Journal of National Research Council of Thailand in conjunction with Panyapiwat Institute of Management (PIM)
Journal Vol. 9
Journal No. 3
Page no. 1-10
URL Website http://e-journal.nrct.go.th/
Website title e-journal
ISSN 2229-2608
Abstract The purpose of this stud is to explore how the media image of one country affects consumer behavior in another country in the process of intercultural consumption. This study adopts the questionnaire survey method, quantitative data comes from Thai college students, a total of 386 students are intercultural consumers. The intercultural media and consumers choose Chinese media and young Thai consumers respectively. If multinational companies want to improve their intercultural consumption, they can start from the base of enhancing their media image. The communication content of cross-border marketing can emphasize raising consumers' curiosity in the three aspects of culture, usage, and sociality, thereby promoting the attractiveness of their social media, and ultimately enhancing their intercultural consumption. The theoretical contribution is two fold: First, this article constructs a model that explains how to positively enhance intercultural consumption from an intercultural media image; Secondly, it helps companies master an important aspect of media marketing information: consumers' curiosity about interculturality, usage, and sociality.
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บรรณานุกรม

Praphruetmon Chenicha และ Ching-Chou Chen. (2023) HOW DOES CREATIVE INTERCULTURAL COMMUNICATION WORK? THE IMPACT OF ONE COUNTRY'S MEDIA IMAGE ON CONSUMERS IN ANOTHER COUNTRY. SOCIAL SCIENCE ASIA : Official Journal of National Research Council of Thailand in conjunction with Panyapiwat Institute of Management (PIM), 9(3), 1-10.
Praphruetmon Chenicha และ Ching-Chou Chen. "HOW DOES CREATIVE INTERCULTURAL COMMUNICATION WORK? THE IMPACT OF ONE COUNTRY'S MEDIA IMAGE ON CONSUMERS IN ANOTHER COUNTRY". SOCIAL SCIENCE ASIA : Official Journal of National Research Council of Thailand in conjunction with Panyapiwat Institute of Management (PIM) 9 (2023):1-10.
Praphruetmon Chenicha และ Ching-Chou Chen. HOW DOES CREATIVE INTERCULTURAL COMMUNICATION WORK? THE IMPACT OF ONE COUNTRY'S MEDIA IMAGE ON CONSUMERS IN ANOTHER COUNTRY. National Research Council of Thailand:ม.ป.ท. 2023.