รหัสดีโอไอ 10.14457/TU.the.2018.401
Title Social media factors that impact intention to renovate accommodation of Thai consumers
Creator Tanapong Chainapawet
Contributor Nigel Barrett, Advisor
Publisher Thammasat University
Publication Year 2018
Keyword Social media ,Renovation ,Consumer intention ,Thai consumers
Abstract Social media has become one of the importance elements in people’s lives including home improvement and renovation. It involves with people in many ways throughout people’s decision-making process. This study focuses on social media factors that impacts consumer intention to renovate their accommodation among Thai consumers by investigating on consumer’s behavior and attitudes.This research has been conducted by using both exploratory and descriptive researches. Exploratory research was conducted with secondary research and six in-depth interviews of renovator and non-renovator. Descriptive research was conducted by self-administered questionnaires, which was distributed through online channels to 150 Thai respondents across the country in order to understand about consumer’s attitude and behavior of accommodation renovation and social media. Subsequently, the data obtained from exploratory and descriptive researches was analysed by deploying statistical techniques, such as ANOVA, t statistics test, cross tabulation analysis, and simple linear regression analysis, in order to disclose consumer insights.This study discovers that there is no statistic difference between Thai renovator and non-renovator in term of attitude towards accommodation renovation. Yet, in term of behavior, renovator tends to improve their accommodation more frequently than non-renovator. Social media platforms, such as YouTube and Pinterest, can be used to increase consumer’s intention to renovate by increasing the visibility of content to consumers. This study also discloses that there are two types of social media users, which are social media surfer, who intensively use various social media platforms, and social media follower, who uses only well-known social media platform to update their information.
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บรรณานุกรม

Tanapong Chainapawet และผู้แต่งคนอื่นๆ. (2018) Social media factors that impact intention to renovate accommodation of Thai consumers. Thammasat University:ม.ป.ท.
Tanapong Chainapawet และผู้แต่งคนอื่นๆ. 2018. Social media factors that impact intention to renovate accommodation of Thai consumers. ม.ป.ท.:Thammasat University;
Tanapong Chainapawet และผู้แต่งคนอื่นๆ. Social media factors that impact intention to renovate accommodation of Thai consumers. ม.ป.ท.:Thammasat University, 2018. Print.