Consumer Behavior Analysis Through Thai Teenagers’ Cross Cultural Communication in Digital Era

Abstract

 This qualitative research used content analysis method by studying communication pattern that posted via online platform www.pantip.com. This study aims to study and analyze consumer behavior based on interesting in Thai teenager cross cultural communication via online social networking as basic information for purchasing product and service for proposing cross cultural communication pattern in digital era to communicate and exchange information relating to consumer goods topics based on concepts of (1) consumer behavior analysis (2) Thai teenagers’ cross cultural communication in digital era.      Study found that content on official online social media of Thai coffee brand were video clip (50 posts) the most, followed by product images (34 posts) on-site promotion (21 posts) influencer relationship management (13 posts) promotion (7 posts) co-creation (2 posts) and recruitment (1 post). Study found that Thai teenagers in digital era prefer to find out more information relating to consumer product via online channel. Interestingly teenage consumers communicate and exchange information relating to shopping goods (100 subjects) the most, followed by specialty goods (53 subjects), convenience goods (14 subjects) and unsought goods (4 subjects).