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研究生:潘亞倫
研究生(外文):CHAWAKORN PANYARUANG
論文名稱:YouTube 廣告態度對泰國清邁年輕消費者的購買行為之研究
論文名稱(外文):A study on the buying behavior of young consumers by advertising on YouTube in Chiang Mai, Thailand.
指導教授:陳瑞龍陳瑞龍引用關係
指導教授(外文):CHEN, JUI-LUNG
口試委員:柯俊宏陳俊洪
口試委員(外文):KE,JUN-HONGCHEN,JUN-HONG
口試日期:2021-06-03
學位類別:碩士
校院名稱:國立勤益科技大學
系所名稱:企業管理系碩士班
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2021
畢業學年度:109
語文別:英文
論文頁數:36
中文關鍵詞:路服務提供商廣告態度購買行為
外文關鍵詞:Internet service providersAdvertising attitudesPurchase behavior
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網路服務提供商的收入主要來自廣告。本研究針對泰國清邁年輕消費者在 YouTube觀看線上影音視頻時的廣告態度對購買行為進行探討。研究發現娛樂性、資訊性和信譽度與對 YouTube 廣告的態度存在強的正相關,而激怒則為負相關。本研究並根據分析結果,對學界、業界以及未來研究方向提出相關建議。
The revenue of Internet service providers mainly comes from advertising. This research investigates the purchase behavior of young consumers in Chiang Mai, Thailand, when they watch online video and audio on YouTube. The study found that entertainment, informativeness and credibility are strongly positively correlated with attitudes toward YouTube advertising, while anger is negatively correlated. Based on the results of the analysis, this research provides relevant suggestions to the academic community, industry, and future research directions.

摘要 i
Abstract ii
Table of content iii
List of Figure v
List of Table vi
Chapter 1 Introduction 1
1.1 Background 1
1.2 Research question 2
1.3 Research Structure 3
Chapter 2 Literature Review 4
2.1What is product? 4
2.1.1 Consumer Products 4
2.2Marketing Mix 5
2.3 Advertising 6
2.3.1 Advertising Objectives 6
2.4 The Past and Present: choosing media 7
2.4.1 Ad Spend: Offline and Online 8
2.4.2 The Move to Online 9
2.5 Social media 9
2.5.1 Social Media Marketing (SMM) 10
2.6 YouTube 11
2.6.1 What are people in Thailand watching online? 13
2.6.2Types of advertising on YouTube 14
2.7Attitude toward online advertising 17
2.8 Entertainment 18
2.9Informativeness 18
2.10 Irritation 19
2.11 Credibility 20
2.12 Consumer behavior 20
2.12.1 Consumers Buying Behavior 22
Chapter 3 Methods 23
3.1Research Model 23
3.2Research Hypothesis 23
3.3 Target Population 24
3.4 Sample Size 24
3.5 Questionnaire Design 24
3.5.1 Purpose of Using Questionnaire 24
3.6 Statistical Package for the Social Sciences (SPSS) 24
3.7 Reliability and Validity 25
Chapter 4 Results 26
Chapter 5 Conclusion 29
5.1 Conclusion 29
5.2 L imitation of the Study 29
References 30
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