กระบวนการสังคมกรณ์ของผู้บริโภคกับพฤติกรรมการซื้อสินค้า ของเด็กในจังหวัดเชียงใหม่ / เบญจมาภรณ์ เมฆรา = Consumer socialization and purchasing behavior of children in chiangmai / Benjamaporn Mekara
To study the relationship of: (1) parent-child relationship to children purchasing behavior, (2) friendship to children purchasing behavior, and (3) TV commercial exposure to children purchasing behavior. Questionnaires were used to collect data from 400 school children aged 9-12 years old in Chiangmai. Frequency, percentage, means, factor analysis and Pearson's product moment correlation coefficients were the statistics applied to analyze the data. The results showed that the parent-child relationships were divided into 7 groups: democratic, fair, over protect, neglect, blame, dictator, and compare. The first four groups had significant and positive relationship with children purchasing behavior. Friendship was divided into 6 groups: activity, generous, attach to friend, sensitive, solitude, and lack of confidence group. The activity, generous, attach to friend, and sensitive groups had significant and positive relationship with children purchasing behavior. Finally, significant and positive relationship between TV commercial exposure and children purchasing behavior was found.