ผลกระทบของความสัมพันธ์ระหว่างบุคคล ขนาดของกลุ่มผู้ให้ข้อมูลและทิศทางของความคิดเห็น ที่มีต่อความตั้งใจซื้อในเครือข่ายสังคม / พจนารถ อินทมาตร์ = The impact of interpersonal relationships, group size and direction of opinion towards purchase intention in social network / Pojjanat Intamat
At present, social network is very popular among consumers in showing opinions, and sharing experiences and interests. Marketers can use this information as a direct way to understand interests and demands of targeted customers. They can also use social networks as another way to advertise, manage customer relationship, and recognize consumer’s purchase intention. Consumer purchase intention is very important for business because it can indicate purchasing behavior of the consumers in the future. This thesis investigates factors that affect purchase intention in online social network that involves commercial activities: these factors include interpersonal relationship, group size, and direction of opinion. Confidence of information receivers is used as a covariance variable. The result shows that the direction of opinion statistically significantly affects the purchase intention while the interpersonal relationship does not. The group size statistically significantly affects the purchase intention only when information receiver have low confidence. The conclusion of this study can be applied to advertisement and customer relationship management in online social network.
