ความสัมพันธ์ระหว่างลักษณะระดับการเปิดรับข้อมูลข่าวสารผ่านสื่อออนไลน์ กับพฤติกรรมการบริโภค และการแสดงออกพฤติกรรมการบริโภคของตนเองด้วยการแบ่งปันข้อมลู การซื้อใช้ ผ่านสื่อออนไลน์ของกลุ่ “Gen Y”

Abstract

          This quantitative research aim to study the correlations between styles and levels of online media marketing communication tool exposure, consumer behavior, and consuming behavior information expression via online media of “Gen Y” age 21-36 years, live in Bangkok area because this consumer group is important to market, have more population than others, uniqueness buying behavior, familiar, likely to use and show their expressions via online media. Data collecting by using questionnaire. Data analyzing by using Frequency, Descriptive and Pearson’s Correlation Statistic. The results of these research described follow the 5 research objectives: 1) Exposed information via all 12 types of online media, average at middle level2)Had buying behavior both selling channels, average at middle level 3)8 styles expressed consuming behavior information via online media 4) When used Pearson’s for hypothesis testing, there were middle correlation level between information exposure via online media with buying behavior both selling channels5) When used Pearson’s for hypothesis testing, there were middle correlation level between information exposure via online media with expression of consuming behavior via online media.