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SIU SS. Impacts of Consumer Ethnocentrism on Purchasing Intention of Domestic Mobile Phones: A Case of University Students in Nanyang City, China / Guo Xian / Bangkok: Shinawatra University - 2019
Collection Title: SIU SS Title : Impacts of Consumer Ethnocentrism on Purchasing Intention of Domestic Mobile Phones: A Case of University Students in Nanyang City, China Material Type: printed text Authors: Guo Xian, Author ; Chanchai Bunchapattanasakda, Associated Name ; Ousanee Sawagvudcharee, Associated Name Publisher: Bangkok: Shinawatra University Publication Date: 2019 Pagination: vi, 68 p. Layout: Tables, ill Size: 30 cm. Price: 500.00 General note: SIU SS: SOM-PhD-M-2019-01
Special Study. [PhD. [Philosophy in Management]] -- Shinawatra University, 2019Languages : English (eng) Descriptors: [LCSH]Consumer behavior
[LCSH]Mobile phone -- ResearchKeywords: consumer ethnocentrism, buy domestic, list of values, country of origin, demographic Abstract: The purpose in this study aims to find out the relationship between consumer ethnocentrism tendencies and buy domestic mobile phones, as well as the relationship between levels of consumer ethnocentrism and antecedents (list of values, country of origin) and demographic variables (gender, age, income level, and education level).
The author employs descriptive statistics including frequency, percentage, mean, and stands deviation to describe demographic data and behavior of the respondents. One-way ANOVA and Multiple Regressions were employed to test the hypothesizes of the study. According to the finding of this study, it indicated that the existence and effectiveness of consumer ethnocentrism in Nanyang City, China, which emerged as a positive relationship between consumer ethnocentrism tendencies and bought domestic, antecedents (list of values; as well as in the different levels of income and education.Curricular : BBA/MBA/PhDM Record link: http://libsearch.siu.ac.th/siu/opac_css/index.php?lvl=notice_display&id=27889 SIU SS. Impacts of Consumer Ethnocentrism on Purchasing Intention of Domestic Mobile Phones: A Case of University Students in Nanyang City, China [printed text] / Guo Xian, Author ; Chanchai Bunchapattanasakda, Associated Name ; Ousanee Sawagvudcharee, Associated Name . - [S.l.] : Bangkok: Shinawatra University, 2019 . - vi, 68 p. : Tables, ill ; 30 cm.
500.00
SIU SS: SOM-PhD-M-2019-01
Special Study. [PhD. [Philosophy in Management]] -- Shinawatra University, 2019
Languages : English (eng)
Descriptors: [LCSH]Consumer behavior
[LCSH]Mobile phone -- ResearchKeywords: consumer ethnocentrism, buy domestic, list of values, country of origin, demographic Abstract: The purpose in this study aims to find out the relationship between consumer ethnocentrism tendencies and buy domestic mobile phones, as well as the relationship between levels of consumer ethnocentrism and antecedents (list of values, country of origin) and demographic variables (gender, age, income level, and education level).
The author employs descriptive statistics including frequency, percentage, mean, and stands deviation to describe demographic data and behavior of the respondents. One-way ANOVA and Multiple Regressions were employed to test the hypothesizes of the study. According to the finding of this study, it indicated that the existence and effectiveness of consumer ethnocentrism in Nanyang City, China, which emerged as a positive relationship between consumer ethnocentrism tendencies and bought domestic, antecedents (list of values; as well as in the different levels of income and education.Curricular : BBA/MBA/PhDM Record link: http://libsearch.siu.ac.th/siu/opac_css/index.php?lvl=notice_display&id=27889 Hold
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Barcode Call number Media type Location Section Status 32002000598787 SIU SS: SOM-PhD-M-2019-01 SIU Special Study Graduate Library Thesis Corner Available SIU Thesis. Buying behavior to development marketing plan for a mobile grocery retailer, "fresh to home" in Bangkok and nearby provinces (Samutprakarn, Nonthaburi and Pathumthani) / Rassamee Suebchompoo / Bangkok : Shinawatra University - 2004
Collection Title: SIU Thesis Title : Buying behavior to development marketing plan for a mobile grocery retailer, "fresh to home" in Bangkok and nearby provinces (Samutprakarn, Nonthaburi and Pathumthani) Material Type: printed text Authors: Rassamee Suebchompoo, Author ; Shinawatra University. School of Management, Associated Name Publisher: Bangkok : Shinawatra University Publication Date: 2004 Pagination: 40, [4] p. charts, tables Size: 30 cm. Price: 500 Baht General note: photocopies. Languages : English (eng) Descriptors: [LCSH]Business planning
[LCSH]Consumer behavior
[LCSH]Consumer behavior -- Case studies
[LCSH]Marketing -- Planning
[LCSH]Marketing -- Retail trade
[LCSH]Retail trade
[LCSH]Retail trade -- ManagementCurricular : BBA/MBA/MSM/PhDM Record link: http://libsearch.siu.ac.th/siu/opac_css/index.php?lvl=notice_display&id=11718 SIU Thesis. Buying behavior to development marketing plan for a mobile grocery retailer, "fresh to home" in Bangkok and nearby provinces (Samutprakarn, Nonthaburi and Pathumthani) [printed text] / Rassamee Suebchompoo, Author ; Shinawatra University. School of Management, Associated Name . - Bangkok : Shinawatra University, 2004 . - 40, [4] p. charts, tables ; 30 cm.
500 Baht
photocopies.
Languages : English (eng)
Descriptors: [LCSH]Business planning
[LCSH]Consumer behavior
[LCSH]Consumer behavior -- Case studies
[LCSH]Marketing -- Planning
[LCSH]Marketing -- Retail trade
[LCSH]Retail trade
[LCSH]Retail trade -- ManagementCurricular : BBA/MBA/MSM/PhDM Record link: http://libsearch.siu.ac.th/siu/opac_css/index.php?lvl=notice_display&id=11718 Hold
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Barcode Call number Media type Location Section Status 32002000198067 SIU PS SOM-MBA 2004-04 SIU Project Study Graduate Library Thesis Corner Available SIU Thesis. Consumer Buying Behavior with Respect to Product Packaging Strategy by FMCG Companies in Nepal / Bhupendra Rawal / Bangkok: Shinawatra University - 2018
Collection Title: SIU Thesis Title : Consumer Buying Behavior with Respect to Product Packaging Strategy by FMCG Companies in Nepal Material Type: printed text Authors: Bhupendra Rawal, Author ; Fuangfa Amponstira, Associated Name ; Pushkar Bajracharya, Associated Name Publisher: Bangkok: Shinawatra University Publication Date: 2018 Pagination: ix, 53 p. Layout: Tables, ill. Size: 30 cm. Price: 500.00 Baht. General note: SIU THE: SOM-MBA-2018-N11
THE [MS.[MBA]] -- Shinawatra University, 2018Languages : English (eng) Descriptors: [LCSH]Consumer behavior
[LCSH]Product Packaging
[LCSH]StrategyKeywords: Packaging,
Brand Equity,
Brand Recognition,
FMCGs,
Branding,
Innovation,
Labeling,
UsageAbstract: The primary purpose of this research is to assess the level of general consumer influence of the packaging of FMCG’s brands in Nepal. And the other purpose is to know if there was any impact on sales of products as a result of their packaging in present context of Nepal.
For the purpose of linking this research to theoretical background various statistical tools and techniques were used. A set of questionnaire was devised keeping in mind the variables to be observed that have direct or indirect relationship with each other. After the collection of the data from various sources through questionnaire and other project documents, they will be tabulated for the analysis. The data will be then analyzed and interpreted with statistical tools like percentage, average and so on.
The present research used SPSS for coding the collected data, which encode the alphabet into numerical form and derive result from it. Data was processed using statistical tool like mean, t-test, ANNOVA test and many more. And finally processed data will be then used for providing the conclusion regarding the research project and determine the overall outcome of the research project.Curricular : BBA/MBA Record link: http://libsearch.siu.ac.th/siu/opac_css/index.php?lvl=notice_display&id=27873 SIU Thesis. Consumer Buying Behavior with Respect to Product Packaging Strategy by FMCG Companies in Nepal [printed text] / Bhupendra Rawal, Author ; Fuangfa Amponstira, Associated Name ; Pushkar Bajracharya, Associated Name . - [S.l.] : Bangkok: Shinawatra University, 2018 . - ix, 53 p. : Tables, ill. ; 30 cm.
500.00 Baht.
SIU THE: SOM-MBA-2018-N11
THE [MS.[MBA]] -- Shinawatra University, 2018
Languages : English (eng)
Descriptors: [LCSH]Consumer behavior
[LCSH]Product Packaging
[LCSH]StrategyKeywords: Packaging,
Brand Equity,
Brand Recognition,
FMCGs,
Branding,
Innovation,
Labeling,
UsageAbstract: The primary purpose of this research is to assess the level of general consumer influence of the packaging of FMCG’s brands in Nepal. And the other purpose is to know if there was any impact on sales of products as a result of their packaging in present context of Nepal.
For the purpose of linking this research to theoretical background various statistical tools and techniques were used. A set of questionnaire was devised keeping in mind the variables to be observed that have direct or indirect relationship with each other. After the collection of the data from various sources through questionnaire and other project documents, they will be tabulated for the analysis. The data will be then analyzed and interpreted with statistical tools like percentage, average and so on.
The present research used SPSS for coding the collected data, which encode the alphabet into numerical form and derive result from it. Data was processed using statistical tool like mean, t-test, ANNOVA test and many more. And finally processed data will be then used for providing the conclusion regarding the research project and determine the overall outcome of the research project.Curricular : BBA/MBA Record link: http://libsearch.siu.ac.th/siu/opac_css/index.php?lvl=notice_display&id=27873 Hold
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Barcode Call number Media type Location Section Status 32002000598563 SIU THE: SOM-MBA-2018-N11 c.1 SIU Thesis and Dissertation Graduate Library Thesis Corner Available 32002000598969 SIU THE: SOM-MBA-2018-N11 c.2 SIU Thesis and Dissertation Graduate Library Thesis Corner Available SIU Thesis. Consumers' perceptions toward retail stores comparing between superstores and family-run stores in Bangkok / Di, Awng / Bangkok : Shinawatra University - 2007
Collection Title: SIU Thesis Title : Consumers' perceptions toward retail stores comparing between superstores and family-run stores in Bangkok Material Type: printed text Authors: Di, Awng, Author ; Chanchai Bunchapattanasakda, Associated Name ; Chuvej Chansa-ngavej, Associated Name Publisher: Bangkok : Shinawatra University Publication Date: 2007 Pagination: vii, 104 p. charts, tables Size: 30 cm. Price: 500 Baht General note: photocopies. Languages : English (eng) Descriptors: [LCSH]Consumer behavior
[LCSH]Retail trade
[LCSH]SupermarketsCurricular : BBA/MBA/MSM/PhDM Record link: http://libsearch.siu.ac.th/siu/opac_css/index.php?lvl=notice_display&id=14352 SIU Thesis. Consumers' perceptions toward retail stores comparing between superstores and family-run stores in Bangkok [printed text] / Di, Awng, Author ; Chanchai Bunchapattanasakda, Associated Name ; Chuvej Chansa-ngavej, Associated Name . - Bangkok : Shinawatra University, 2007 . - vii, 104 p. charts, tables ; 30 cm.
500 Baht
photocopies.
Languages : English (eng)
Descriptors: [LCSH]Consumer behavior
[LCSH]Retail trade
[LCSH]SupermarketsCurricular : BBA/MBA/MSM/PhDM Record link: http://libsearch.siu.ac.th/siu/opac_css/index.php?lvl=notice_display&id=14352 Hold
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Barcode Call number Media type Location Section Status 32002000247203 SIU THE SOM-MBA 2007-04 SIU Thesis and Dissertation Graduate Library Thesis Corner Available 32002000508927 SIU THE SOM-MBA-2007-04 c.2 SIU Thesis and Dissertation Graduate Library Thesis Corner Available 32002000123909 SIU THE SOM-MBA 2007-04 c.1 SIU CD Master Main Library Library Counter Available 32002000123891 SIU THE SOM-MBA 2007-04 c.1 SIU CD Master Main Library Library Counter Available SIU Thesis. Crystal blink brand building study / Suchada Samakkarn / Bangkok : Shinawatra University - 2005
Collection Title: SIU Thesis Title : Crystal blink brand building study Material Type: printed text Authors: Suchada Samakkarn, Author ; Chanchai Bunchapattanasakda, Associated Name ; Chuvej Chansa-ngavej, Associated Name Publisher: Bangkok : Shinawatra University Publication Date: 2005 Pagination: 81 p. charts, tables Size: 30 cm. Price: 500 Baht General note: photocopies.,Assoc. Prof. Dr.Chuvej Chansa-ngavej (Deputy Dean, School of Management) ; Committee Dr.Pacapol Anurit (Chairperson/Advisor), Asst. Prof. Dr.John Walsh (Member), Dr.Chanchai Bunchapattanasakda (Member), Dr.Nattharika Rittippant (Member/Advisor). Languages : English (eng) Descriptors: [LCSH]Brand name products
[LCSH]Consumer behavior
[LCSH]Crystal
[LCSH]Diamonds
[LCSH]Ornament and decoration
[LCSH]Ornamental rocks
[LCSH]Purchasing
[LCSH]QuartzCurricular : BBA/MBA/MSM/PhDM Record link: http://libsearch.siu.ac.th/siu/opac_css/index.php?lvl=notice_display&id=11745 SIU Thesis. Crystal blink brand building study [printed text] / Suchada Samakkarn, Author ; Chanchai Bunchapattanasakda, Associated Name ; Chuvej Chansa-ngavej, Associated Name . - Bangkok : Shinawatra University, 2005 . - 81 p. charts, tables ; 30 cm.
500 Baht
photocopies.,Assoc. Prof. Dr.Chuvej Chansa-ngavej (Deputy Dean, School of Management) ; Committee Dr.Pacapol Anurit (Chairperson/Advisor), Asst. Prof. Dr.John Walsh (Member), Dr.Chanchai Bunchapattanasakda (Member), Dr.Nattharika Rittippant (Member/Advisor).
Languages : English (eng)
Descriptors: [LCSH]Brand name products
[LCSH]Consumer behavior
[LCSH]Crystal
[LCSH]Diamonds
[LCSH]Ornament and decoration
[LCSH]Ornamental rocks
[LCSH]Purchasing
[LCSH]QuartzCurricular : BBA/MBA/MSM/PhDM Record link: http://libsearch.siu.ac.th/siu/opac_css/index.php?lvl=notice_display&id=11745 Hold
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Barcode Call number Media type Location Section Status 32002000197754 SIU PS SOM-MBA 2005-15 c.1 SIU Project Study Graduate Library Thesis Corner Available 32002000197762 SIU PS SOM-MBA 2005-15 c.2 SIU Project Study Graduate Library Thesis Corner Available SIU Thesis. The effects of consumer perception and awareness on the likelihood to purchase and recommend non-food private brands at supermarket in Bangkok / Panatda Meesangnin / Bangkok : Shinawatra University - 2008
Collection Title: SIU Thesis Title : The effects of consumer perception and awareness on the likelihood to purchase and recommend non-food private brands at supermarket in Bangkok Material Type: printed text Authors: Panatda Meesangnin, Author ; Chanchai Bunchapattanasakda, Associated Name ; Nattharika Rittippant, Associated Name Publisher: Bangkok : Shinawatra University Publication Date: 2008 Pagination: ix, 81 p. charts, tables Size: 30 cm. Price: 500 Baht General note: photocopies.
Consumer awarenessLanguages : English (eng) Descriptors: [LCSH]Consumer behavior
[LCSH]Consumer behavior -- Thailand
[LCSH]SupermarketsCurricular : MBA Record link: http://libsearch.siu.ac.th/siu/opac_css/index.php?lvl=notice_display&id=16421 SIU Thesis. The effects of consumer perception and awareness on the likelihood to purchase and recommend non-food private brands at supermarket in Bangkok [printed text] / Panatda Meesangnin, Author ; Chanchai Bunchapattanasakda, Associated Name ; Nattharika Rittippant, Associated Name . - Bangkok : Shinawatra University, 2008 . - ix, 81 p. charts, tables ; 30 cm.
500 Baht
photocopies.
Consumer awareness
Languages : English (eng)
Descriptors: [LCSH]Consumer behavior
[LCSH]Consumer behavior -- Thailand
[LCSH]SupermarketsCurricular : MBA Record link: http://libsearch.siu.ac.th/siu/opac_css/index.php?lvl=notice_display&id=16421 Hold
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Barcode Call number Media type Location Section Status 32002000508968 SIU THE SOM-MBA-2008-02 c.2 SIU Thesis and Dissertation Graduate Library General Shelf Available 32002000284503 SIU THE SOM-MBA 2008-02 SIU Thesis and Dissertation Graduate Library Thesis Corner Available SIU Thesis. Identification for new MP3 player's accessory and market demand / Piya Kumsatit / Bangkok : Shinawatra University - 2005
Collection Title: SIU Thesis Title : Identification for new MP3 player's accessory and market demand Material Type: printed text Authors: Piya Kumsatit, Author ; Chanchai Bunchapattanasakda, Associated Name ; Chuvej Chansa-ngavej, Associated Name Publisher: Bangkok : Shinawatra University Publication Date: 2005 Pagination: vii, 67 p. charts, tables Size: 30 cm. Price: 500 Baht General note: photocopies.,Assoc. Prof. Dr.Chuvej Chansa-ngavej (Deputy Dean, School of Management) ; Committee Dr.Pacapol Anurit (Chairperson/Advisor), Asst. Prof. Dr.John Walsh (Member), Dr.Chanchai Bunchapattanasakda (Member), Dr.Nattharika Rittippant (Member). Languages : English (eng) Descriptors: [LCSH]Computer storage devices
[LCSH]Consumer behavior
[LCSH]Consumption (Economics)
[LCSH]Demand (Economic theory)
[LCSH]Marketing
[LCSH]Marketing -- Management
[LCSH]MP3
[LCSH]MP3 players
[LCSH]Music -- Data processingCurricular : BBA/MBA/MSM/PhDM Record link: http://libsearch.siu.ac.th/siu/opac_css/index.php?lvl=notice_display&id=11741 SIU Thesis. Identification for new MP3 player's accessory and market demand [printed text] / Piya Kumsatit, Author ; Chanchai Bunchapattanasakda, Associated Name ; Chuvej Chansa-ngavej, Associated Name . - Bangkok : Shinawatra University, 2005 . - vii, 67 p. charts, tables ; 30 cm.
500 Baht
photocopies.,Assoc. Prof. Dr.Chuvej Chansa-ngavej (Deputy Dean, School of Management) ; Committee Dr.Pacapol Anurit (Chairperson/Advisor), Asst. Prof. Dr.John Walsh (Member), Dr.Chanchai Bunchapattanasakda (Member), Dr.Nattharika Rittippant (Member).
Languages : English (eng)
Descriptors: [LCSH]Computer storage devices
[LCSH]Consumer behavior
[LCSH]Consumption (Economics)
[LCSH]Demand (Economic theory)
[LCSH]Marketing
[LCSH]Marketing -- Management
[LCSH]MP3
[LCSH]MP3 players
[LCSH]Music -- Data processingCurricular : BBA/MBA/MSM/PhDM Record link: http://libsearch.siu.ac.th/siu/opac_css/index.php?lvl=notice_display&id=11741 Hold
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Barcode Call number Media type Location Section Status 32002000197713 SIU PS SOM-MBA 2005-11 c.1 SIU Project Study Graduate Library Thesis Corner Available 32002000197721 SIU PS SOM-MBA 2005-11 c.2 SIU Project Study Graduate Library Thesis Corner Available SIU Thesis. Impacts of Advertising on Consumer Behavior / Ratna Dev Bajracharya / Bangkok: Shinawatra University - 2018
Collection Title: SIU Thesis Title : Impacts of Advertising on Consumer Behavior Material Type: printed text Authors: Ratna Dev Bajracharya, Author ; Fuangfa Amponstira, Associated Name ; Pushkar Bajracharya, Associated Name Publisher: Bangkok: Shinawatra University Publication Date: 2018 Pagination: vii, 57 p. Layout: Tables, ill. Size: 30 cm. Price: 500.00 Baht. General note: SIU THE: SOM-MBA-2018-N10
THE [MS.[MBA]] -- Shinawatra University, 2018Languages : English (eng) Descriptors: [LCSH]Advertising
[LCSH]Consumer behaviorKeywords: Attention,
Interest,
Desire,
Action,
Consumer BehaviorAbstract: The present research is conducted on the topic an assessment of impact of advertising on consumer behavior. The primary purpose of this research is to assess the level of impact of advertising elements influence the consumer behavior.
For the purpose of linking this research to theoretical background various statistical tools and techniques were used. A set of questionnaire was devised keeping in mind the variables to be observed that have direct or indirect relationship with each other. After the collection of the data from various sources through questionnaire and other project documents, they will be tabulated for the analysis. The data will be then analyzed and interpreted with statistical tools like percentage, average and so on.
The present research used SPSS for coding the collected data, which encode the alphabet into numerical form and derive result from it. Data was processed using statistical tool like mean, ANOVA test and many more. And finally processed data will be then used for providing the conclusion regarding the research project and determine the overall outcome of the research project.Curricular : BBA/MBA Record link: http://libsearch.siu.ac.th/siu/opac_css/index.php?lvl=notice_display&id=27872 SIU Thesis. Impacts of Advertising on Consumer Behavior [printed text] / Ratna Dev Bajracharya, Author ; Fuangfa Amponstira, Associated Name ; Pushkar Bajracharya, Associated Name . - [S.l.] : Bangkok: Shinawatra University, 2018 . - vii, 57 p. : Tables, ill. ; 30 cm.
500.00 Baht.
SIU THE: SOM-MBA-2018-N10
THE [MS.[MBA]] -- Shinawatra University, 2018
Languages : English (eng)
Descriptors: [LCSH]Advertising
[LCSH]Consumer behaviorKeywords: Attention,
Interest,
Desire,
Action,
Consumer BehaviorAbstract: The present research is conducted on the topic an assessment of impact of advertising on consumer behavior. The primary purpose of this research is to assess the level of impact of advertising elements influence the consumer behavior.
For the purpose of linking this research to theoretical background various statistical tools and techniques were used. A set of questionnaire was devised keeping in mind the variables to be observed that have direct or indirect relationship with each other. After the collection of the data from various sources through questionnaire and other project documents, they will be tabulated for the analysis. The data will be then analyzed and interpreted with statistical tools like percentage, average and so on.
The present research used SPSS for coding the collected data, which encode the alphabet into numerical form and derive result from it. Data was processed using statistical tool like mean, ANOVA test and many more. And finally processed data will be then used for providing the conclusion regarding the research project and determine the overall outcome of the research project.Curricular : BBA/MBA Record link: http://libsearch.siu.ac.th/siu/opac_css/index.php?lvl=notice_display&id=27872 Hold
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Barcode Call number Media type Location Section Status 32002000598928 SIU THE: SOM-MBA-2018-N10 c.2 SIU Thesis and Dissertation Graduate Library Thesis Corner Available 32002000598530 SIU THE: SOM-MBA-2018-N10 c.1 SIU Thesis and Dissertation Main Library Thesis Corner Available SIU Thesis. Impacts of Brand on Consumer Decision Making: A Case study of Beer Brands of Nepal / Shrawan Mandal / Bangkok: Shinawatra University - 2018
Collection Title: SIU Thesis Title : Impacts of Brand on Consumer Decision Making: A Case study of Beer Brands of Nepal Material Type: printed text Authors: Shrawan Mandal, Author ; Ousanee Sawagvudcharee, Associated Name ; Sujan Raja Shrestha, Associated Name Publisher: Bangkok: Shinawatra University Publication Date: 2018 Pagination: viii, 83 p. Layout: Tables, ill. Size: 30 cm. Price: 500.00 Baht. General note: SIU THE: SOM-MBA-2018-N05
THE [MS.[MBA]] -- Shinawatra University, 2018Languages : English (eng) Descriptors: [LCSH]Beer -- Nepal
[LCSH]Consumer behavior
[LCSH]Decision makingKeywords: Advertisement,
Peer Group Influence,
Situational Variation,
Brand Preference,
Beer ConsumptionAbstract: This study examines the consumer purchase decision for beer brands in Nepal. The concept of knowing the consumer purchase decision while purchasing beer brands in Nepal is a new concept and to address the gap the paper analyzes the factors which have relationship with the consumers more focused and priorities factors for purchasing particular beer brands in Nepal. It also examines the level of impact of the independent variables: brand awareness, brand loyalty, perceived quality and brand association on the dependent variable: consumer purchase decision. The research was conducted using only quantitative method. While, for the quantitative method a sample of 400 customers from four different channels i.e. Restaurants, clubs, Hotels and Local Bhatti’s from Kathmandu, Nepal. While, five point likert scale questionnaires were conducted for data collection, the collected data were analyzed using correlation and regression analysis apart from thematic analysis. The paper found a positive significant relationship between the independent variables: brand awareness, perceived quality and brand association, and the dependent variable consumer purchase decision. Whereas, brand loyalty had a positive but not significant causal relation with consumer purchase decision for any particular beer brands. Further, branding activities, campaigns to promote beer brands through mass media and ad agencies, partnering up with specialized agencies, providing discounts and value-added promotional activities etc. were essential to promote the beer brands of the beer companies and attracts the consumers towards to buy their particular beer brands. To sum up, all the elements of brand are equally important for understanding the consumer decision making. Curricular : BBA/MBA Record link: http://libsearch.siu.ac.th/siu/opac_css/index.php?lvl=notice_display&id=27861 SIU Thesis. Impacts of Brand on Consumer Decision Making: A Case study of Beer Brands of Nepal [printed text] / Shrawan Mandal, Author ; Ousanee Sawagvudcharee, Associated Name ; Sujan Raja Shrestha, Associated Name . - [S.l.] : Bangkok: Shinawatra University, 2018 . - viii, 83 p. : Tables, ill. ; 30 cm.
500.00 Baht.
SIU THE: SOM-MBA-2018-N05
THE [MS.[MBA]] -- Shinawatra University, 2018
Languages : English (eng)
Descriptors: [LCSH]Beer -- Nepal
[LCSH]Consumer behavior
[LCSH]Decision makingKeywords: Advertisement,
Peer Group Influence,
Situational Variation,
Brand Preference,
Beer ConsumptionAbstract: This study examines the consumer purchase decision for beer brands in Nepal. The concept of knowing the consumer purchase decision while purchasing beer brands in Nepal is a new concept and to address the gap the paper analyzes the factors which have relationship with the consumers more focused and priorities factors for purchasing particular beer brands in Nepal. It also examines the level of impact of the independent variables: brand awareness, brand loyalty, perceived quality and brand association on the dependent variable: consumer purchase decision. The research was conducted using only quantitative method. While, for the quantitative method a sample of 400 customers from four different channels i.e. Restaurants, clubs, Hotels and Local Bhatti’s from Kathmandu, Nepal. While, five point likert scale questionnaires were conducted for data collection, the collected data were analyzed using correlation and regression analysis apart from thematic analysis. The paper found a positive significant relationship between the independent variables: brand awareness, perceived quality and brand association, and the dependent variable consumer purchase decision. Whereas, brand loyalty had a positive but not significant causal relation with consumer purchase decision for any particular beer brands. Further, branding activities, campaigns to promote beer brands through mass media and ad agencies, partnering up with specialized agencies, providing discounts and value-added promotional activities etc. were essential to promote the beer brands of the beer companies and attracts the consumers towards to buy their particular beer brands. To sum up, all the elements of brand are equally important for understanding the consumer decision making. Curricular : BBA/MBA Record link: http://libsearch.siu.ac.th/siu/opac_css/index.php?lvl=notice_display&id=27861 Hold
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Barcode Call number Media type Location Section Status 32002000598407 SIU THE: SOM-MBA-2018-N05 c.1 SIU Thesis and Dissertation Graduate Library Thesis Corner Available 32002000598423 SIU THE: SOM-MBA-2018-N05 c.2 SIU Thesis and Dissertation Graduate Library Thesis Corner Available SIU Thesis. Influence of Artwork Prices through Consumer Buying Behavior on the Artistic Creation of Professional Painter: Case Study of Chinese Flower-and-Bird Painting in Shan Dong Province, China / Feifei Li / Pathumthani: Shinawatra University - 2022
Collection Title: SIU Thesis Title : Influence of Artwork Prices through Consumer Buying Behavior on the Artistic Creation of Professional Painter: Case Study of Chinese Flower-and-Bird Painting in Shan Dong Province, China Material Type: printed text Authors: Feifei Li, Author ; Sarana Photchanachan, Associated Name ; Manoch Prompanyo, Associated Name Publisher: Pathumthani: Shinawatra University Publication Date: 2022 Pagination: xi, 161 p. Layout: Tables, ill. Size: 30 cm. Price: 500.00 Baht General note: SIU THE: SOM-PhD-M-2022-66
Thesis. [PhD.[Philosophy in Management]].-- Shinawatra University, 2022Languages : English (eng) Descriptors: [LCSH]Artwork
[LCSH]Consumer behavior
[LCSH]PaintingKeywords: Artwork Price, Professional Painter, Consumer Buying Behavior, Chinese Flower-And-Bird Painting Abstract: With the increase of these personal incomes and the improvement of material conditions, people's pursuit of spiritual enjoyment also naturally arises, and the demand for carrier art that can meet this pursuit has also increased. How the art market operates and how artwork is priced is not only the focus of the art market participants, especially investors, but also the focus of researchers. This article studies the decision of art price from two angles of intrinsic value of art and macroeconomic factors. This study uses economic theory to analyze the nature and operation of the artwork market, and uses econometrics to analyze and discuss the characteristics of the art pricing method. It initially reveals the operation law of the artwork market and determines the impact the degree of influence of artwork prices.
On the basis of understanding the status quo of artistic creation of professional painters, this research attempts to explore whether the intrinsic value attributes and macroeconomic factors of the value of artworks will affect the creation of professional painters' artworks, and analyze whether there is a certain correlation between the two. In the process of research, it is found that the influence between the two is not direct. Adding an intermediary variable to the purchase behavior of consumers will make the influence relationship between them more complete. This paper adopts a quantitative research method to design a questionnaire suitable for this research, and selects professional painters from the representative Chinese Painting Artists Association of Shandong Province as the research object. This article also adopted the interview method, interviewing twenty senior professional painters in Qingzhou, which made the thesis more convincing.
The author collected 409 valid questionnaires, and through relevant analysis and regression analysis, it was verified that the intrinsic value attributes of art value and macroeconomic factors have a significant influence on consumer purchase behavior, and also have a significant influence on professional painters’ artistic creation. , The purchase behavior of consumers also directly affects the creative enthusiasm of professional painters. In particular, the four variables of art value, cultural value, GDP per capita, and inflation rate have the most significant impact on consumer purchasing behavior. The second is aesthetic value, money supply, exchange rate, and the correlation coefficient between interest rate and purchasing behavior is negative. This also directly affects consumers' purchasing power for artworks, and ultimately affects the artistic creation of professional painters.Curricular : BBA/GE/MBA/PhDM Record link: http://libsearch.siu.ac.th/siu/opac_css/index.php?lvl=notice_display&id=28443 SIU Thesis. Influence of Artwork Prices through Consumer Buying Behavior on the Artistic Creation of Professional Painter: Case Study of Chinese Flower-and-Bird Painting in Shan Dong Province, China [printed text] / Feifei Li, Author ; Sarana Photchanachan, Associated Name ; Manoch Prompanyo, Associated Name . - [S.l.] : Pathumthani: Shinawatra University, 2022 . - xi, 161 p. : Tables, ill. ; 30 cm.
500.00 Baht
SIU THE: SOM-PhD-M-2022-66
Thesis. [PhD.[Philosophy in Management]].-- Shinawatra University, 2022
Languages : English (eng)
Descriptors: [LCSH]Artwork
[LCSH]Consumer behavior
[LCSH]PaintingKeywords: Artwork Price, Professional Painter, Consumer Buying Behavior, Chinese Flower-And-Bird Painting Abstract: With the increase of these personal incomes and the improvement of material conditions, people's pursuit of spiritual enjoyment also naturally arises, and the demand for carrier art that can meet this pursuit has also increased. How the art market operates and how artwork is priced is not only the focus of the art market participants, especially investors, but also the focus of researchers. This article studies the decision of art price from two angles of intrinsic value of art and macroeconomic factors. This study uses economic theory to analyze the nature and operation of the artwork market, and uses econometrics to analyze and discuss the characteristics of the art pricing method. It initially reveals the operation law of the artwork market and determines the impact the degree of influence of artwork prices.
On the basis of understanding the status quo of artistic creation of professional painters, this research attempts to explore whether the intrinsic value attributes and macroeconomic factors of the value of artworks will affect the creation of professional painters' artworks, and analyze whether there is a certain correlation between the two. In the process of research, it is found that the influence between the two is not direct. Adding an intermediary variable to the purchase behavior of consumers will make the influence relationship between them more complete. This paper adopts a quantitative research method to design a questionnaire suitable for this research, and selects professional painters from the representative Chinese Painting Artists Association of Shandong Province as the research object. This article also adopted the interview method, interviewing twenty senior professional painters in Qingzhou, which made the thesis more convincing.
The author collected 409 valid questionnaires, and through relevant analysis and regression analysis, it was verified that the intrinsic value attributes of art value and macroeconomic factors have a significant influence on consumer purchase behavior, and also have a significant influence on professional painters’ artistic creation. , The purchase behavior of consumers also directly affects the creative enthusiasm of professional painters. In particular, the four variables of art value, cultural value, GDP per capita, and inflation rate have the most significant impact on consumer purchasing behavior. The second is aesthetic value, money supply, exchange rate, and the correlation coefficient between interest rate and purchasing behavior is negative. This also directly affects consumers' purchasing power for artworks, and ultimately affects the artistic creation of professional painters.Curricular : BBA/GE/MBA/PhDM Record link: http://libsearch.siu.ac.th/siu/opac_css/index.php?lvl=notice_display&id=28443 Hold
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Barcode Call number Media type Location Section Status 32002000607784 SIU THE: SOM-PhD-M-2022-66 c.1 SIU Thesis and Dissertation Graduate Library Thesis Corner Available 32002000607770 SIU THE: SOM-PhD-M-2022-66 c.2 SIU Thesis and Dissertation Graduate Library Thesis Corner Available SIU Thesis. The Influence of External Environmental Factors on the Consumption Behavior of China’s New Mainstream Film Audience / Qi Wu / Pathumthani: Shinawatra University - 2022
Collection Title: SIU Thesis Title : The Influence of External Environmental Factors on the Consumption Behavior of China’s New Mainstream Film Audience Material Type: printed text Authors: Qi Wu, Author ; Eksiri Niyomsilp, Associated Name ; Tananrat Amarinrat, Associated Name Publisher: Pathumthani: Shinawatra University Publication Date: 2022 General note: SIU THE: SOM-PhD-M-2022-72
Thesis. [PhD.[Philosophy in Management]].-- Shinawatra University, 2022Languages : English (eng) Descriptors: [LCSH]Consumer behavior
[LCSH]FilmKeywords: China's new mainstream films,
Audience consumption behavior,
External environmental factors,
Internal psychological factorsAbstract: As a new film genre, China's new mainstream film has not only gained high box office and good reputation, but also played a role in shaping a positive national image. The purpose of this study was to discuss the factors that influence audiences' viewing of such films reflecting national ideology, so as to understand why China’s new mainstream film can achieve high box office. According to the theoretical basis of general consumption behavior and combined with the characteristics of films, this paper takes external environmental factors as independent variables, audience internal factors as intermediary variables, and audience ticket purchasing behaviors as dependent variables. Based on the mixed qualitative and quantitative research methods, this paper adopts questionnaire survey and in-depth interview to collect data. Then, SPSS is used for reliability and validity test, description analysis, variance analysis and correlation analysis, and AMOS is used for structural equation model test of the hypothesis.
Qualitative research results showed that in the field of film, ticket buying behavior of Chinese new mainstream film audience is widespread. Both its excellent production quality and the firm patriotism shown in the film are the core selling points of differentiation from other thematic films. Most respondents expect the new mainstream films to have better development in the future, and even expect it to occupy a place in the international film market. Quantitative research results showed the psychological transmission mechanism of consumers' buying tickets. That is marketing mix, group pressure and media information have a positive impact on internal psychological factors, but they cannot directly affect the audience's ticket buying behavior. Cultural values and internal psychological factors have a direct positive impact on ticket buying behavior. When internal psychological factors are used as mediating variables, marketing mix, cultural values, group pressure and media information can all have a positive impact on ticket buying behavior. In addition, this paper finally puts forward six suggestions for the development of China’s new mainstream films.Such as formulate industrial policies to enhance the identification of cultural values.strengthen marketing mix to establish integrated marketing system. Use "new mainstream +" to expand the scope and concept of film creation.give full play to the advantages of new media communication. strengthen art education to improve the public aesthetic perception. pay attention to the horizon of expectation to meet the needs of the audience.Curricular : BBA/GE/MBA/PhDM Record link: http://libsearch.siu.ac.th/siu/opac_css/index.php?lvl=notice_display&id=28453 SIU Thesis. The Influence of External Environmental Factors on the Consumption Behavior of China’s New Mainstream Film Audience [printed text] / Qi Wu, Author ; Eksiri Niyomsilp, Associated Name ; Tananrat Amarinrat, Associated Name . - [S.l.] : Pathumthani: Shinawatra University, 2022.
SIU THE: SOM-PhD-M-2022-72
Thesis. [PhD.[Philosophy in Management]].-- Shinawatra University, 2022
Languages : English (eng)
Descriptors: [LCSH]Consumer behavior
[LCSH]FilmKeywords: China's new mainstream films,
Audience consumption behavior,
External environmental factors,
Internal psychological factorsAbstract: As a new film genre, China's new mainstream film has not only gained high box office and good reputation, but also played a role in shaping a positive national image. The purpose of this study was to discuss the factors that influence audiences' viewing of such films reflecting national ideology, so as to understand why China’s new mainstream film can achieve high box office. According to the theoretical basis of general consumption behavior and combined with the characteristics of films, this paper takes external environmental factors as independent variables, audience internal factors as intermediary variables, and audience ticket purchasing behaviors as dependent variables. Based on the mixed qualitative and quantitative research methods, this paper adopts questionnaire survey and in-depth interview to collect data. Then, SPSS is used for reliability and validity test, description analysis, variance analysis and correlation analysis, and AMOS is used for structural equation model test of the hypothesis.
Qualitative research results showed that in the field of film, ticket buying behavior of Chinese new mainstream film audience is widespread. Both its excellent production quality and the firm patriotism shown in the film are the core selling points of differentiation from other thematic films. Most respondents expect the new mainstream films to have better development in the future, and even expect it to occupy a place in the international film market. Quantitative research results showed the psychological transmission mechanism of consumers' buying tickets. That is marketing mix, group pressure and media information have a positive impact on internal psychological factors, but they cannot directly affect the audience's ticket buying behavior. Cultural values and internal psychological factors have a direct positive impact on ticket buying behavior. When internal psychological factors are used as mediating variables, marketing mix, cultural values, group pressure and media information can all have a positive impact on ticket buying behavior. In addition, this paper finally puts forward six suggestions for the development of China’s new mainstream films.Such as formulate industrial policies to enhance the identification of cultural values.strengthen marketing mix to establish integrated marketing system. Use "new mainstream +" to expand the scope and concept of film creation.give full play to the advantages of new media communication. strengthen art education to improve the public aesthetic perception. pay attention to the horizon of expectation to meet the needs of the audience.Curricular : BBA/GE/MBA/PhDM Record link: http://libsearch.siu.ac.th/siu/opac_css/index.php?lvl=notice_display&id=28453 Hold
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Barcode Call number Media type Location Section Status 32002000607786 SIU THE: SOM-PhD-M-2022-72 c.1 SIU Thesis and Dissertation Graduate Library Thesis Corner Available 32002000607746 SIU THE: SOM-PhD-M-2022-72 c.2 SIU Thesis and Dissertation Graduate Library Thesis Corner Available SIU Thesis. Influences on purchase of men's grooming cosmetic and skin care product / Piyawat Techapatimanond / Bangkok : Shinawatra University - 2005
Collection Title: SIU Thesis Title : Influences on purchase of men's grooming cosmetic and skin care product Material Type: printed text Authors: Piyawat Techapatimanond, Author ; Chanchai Bunchapattanasakda, Associated Name ; Chuvej Chansa-ngavej, Associated Name Publisher: Bangkok : Shinawatra University Publication Date: 2005 Pagination: 152, [28] p. charts, tables Size: 30 cm. Price: 500 Baht General note: photocopies.,Assoc. Prof. Dr.Chuvej Chansa-ngavej (Deputy Dean, School of Management) ; Committee Prof. Dr.Brain John Corbitt (Chairperson), Asst. Prof. Dr.John Walsh (Member), Dr.Chanchai Bunchapattanasakda (Member), Dr.Pacapol Anurit (Member/Advisor). Languages : English (eng) Descriptors: [LCSH]Consumer behavior
[LCSH]Consumer satisfaction
[LCSH]Cosmetic delivery systems
[LCSH]Cosmetics
[LCSH]Dandies
[LCSH]Grooming for men
[LCSH]Marketing
[LCSH]Men -- Social life and customs
[LCSH]PurchasingCurricular : BBA/MBA/MSM/PhDM Record link: http://libsearch.siu.ac.th/siu/opac_css/index.php?lvl=notice_display&id=11742 SIU Thesis. Influences on purchase of men's grooming cosmetic and skin care product [printed text] / Piyawat Techapatimanond, Author ; Chanchai Bunchapattanasakda, Associated Name ; Chuvej Chansa-ngavej, Associated Name . - Bangkok : Shinawatra University, 2005 . - 152, [28] p. charts, tables ; 30 cm.
500 Baht
photocopies.,Assoc. Prof. Dr.Chuvej Chansa-ngavej (Deputy Dean, School of Management) ; Committee Prof. Dr.Brain John Corbitt (Chairperson), Asst. Prof. Dr.John Walsh (Member), Dr.Chanchai Bunchapattanasakda (Member), Dr.Pacapol Anurit (Member/Advisor).
Languages : English (eng)
Descriptors: [LCSH]Consumer behavior
[LCSH]Consumer satisfaction
[LCSH]Cosmetic delivery systems
[LCSH]Cosmetics
[LCSH]Dandies
[LCSH]Grooming for men
[LCSH]Marketing
[LCSH]Men -- Social life and customs
[LCSH]PurchasingCurricular : BBA/MBA/MSM/PhDM Record link: http://libsearch.siu.ac.th/siu/opac_css/index.php?lvl=notice_display&id=11742 Hold
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Barcode Call number Media type Location Section Status 32002000197747 SIU PS SOM-MBA 2005-12 SIU Project Study Graduate Library Thesis Corner Available SIU Thesis. The infuential factors on consumers' purchasing decision in Bangkok pet retailing business / Tarinee Chaipradermsak / Bangkok : Shinawatra University - 2007
Collection Title: SIU Thesis Title : The infuential factors on consumers' purchasing decision in Bangkok pet retailing business Material Type: printed text Authors: Tarinee Chaipradermsak, Author ; Chanchai Bunchapattanasakda, Associated Name ; Chuvej Chansa-ngavej, Associated Name Publisher: Bangkok : Shinawatra University Publication Date: 2007 Pagination: viii, 68 p. charts, tables Size: 30 cm. Price: 500 Baht General note: photocopies. Languages : English (eng) Descriptors: [LCSH]Consumer behavior
[LCSH]Purchasing
[LCSH]Purchasing -- Decision-making
[LCSH]Retail tradeCurricular : MBA/MSM/PhDM Record link: http://libsearch.siu.ac.th/siu/opac_css/index.php?lvl=notice_display&id=13139 SIU Thesis. The infuential factors on consumers' purchasing decision in Bangkok pet retailing business [printed text] / Tarinee Chaipradermsak, Author ; Chanchai Bunchapattanasakda, Associated Name ; Chuvej Chansa-ngavej, Associated Name . - Bangkok : Shinawatra University, 2007 . - viii, 68 p. charts, tables ; 30 cm.
500 Baht
photocopies.
Languages : English (eng)
Descriptors: [LCSH]Consumer behavior
[LCSH]Purchasing
[LCSH]Purchasing -- Decision-making
[LCSH]Retail tradeCurricular : MBA/MSM/PhDM Record link: http://libsearch.siu.ac.th/siu/opac_css/index.php?lvl=notice_display&id=13139 Hold
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Barcode Call number Media type Location Section Status 32002000508919 SIU THE SOM-MBA-2007-02 c.2 SIU Thesis and Dissertation Graduate Library General Shelf Available 32002000228492 SIU THE SOM-MBA 2007-02 SIU Thesis and Dissertation Graduate Library Thesis Corner Available 32002000235885 SIU THE SOM-MBA 2007-02 SIU CD Master Main Library Library Counter Available 32002000235877 SIU THE SOM-MBA 2007-02 SIU CD Master Main Library Library Counter Available SIU Thesis. An investigation into profiles of 3G's servies and users in Bangkok / Sooppachai Pornwattana / Bangkok : Shinawatra University - 2005
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Barcode Call number Media type Location Section Status 32002000197770 SIU PS SOM-MBA 2005-14 c.1 SIU Project Study Graduate Library Thesis Corner Available 32002000197788 SIU PS SOM-MBA 2005-14 c.2 SIU Project Study Graduate Library Thesis Corner Available SIU Thesis. Online Impulse Buying Behavior of Cosmetics in Beauty Makeup Category Short Video / Yuan Zhou / Pathumthani: Shinawatra University - 2022
Collection Title: SIU Thesis Title : Online Impulse Buying Behavior of Cosmetics in Beauty Makeup Category Short Video Material Type: printed text Authors: Yuan Zhou, Author ; Eksiri Niyomsilp, Associated Name ; Montira Chunlim, Associated Name Publisher: Pathumthani: Shinawatra University Publication Date: 2022 Pagination: xv, 233 p. Layout: Tables, ill. Size: 30 cm. Price: 500.00 Baht General note: SIU THE: SOM-PhD-M-2022-90
Thesis. [PhD.[Philosophy in Management]].-- Shinawatra University, 2022Languages : English (eng) Descriptors: [LCSH]Consumer behavior
[LCSH]Cosmetics
[LCSH]Marketing
[LCSH]Short VideoKeywords: Online Impulse Buying Behavior,
Cosmetics In Beauty Makeup,
Short Video,
Key Opinion LeadersAbstract: With the development of The Internet in China, short video marketing has been more widely used in the field of cosmetics online sales and achieved very outstanding marketing effects. In the context of short videos of beauty cosmetics, what factors will affect online impulse buying behavior of cosmetics is worth discussing. This study was based on theories and literature research on short beauty videos, online impulse buying behaviors of cosmetics, positive emotions and trust, perceived risk, etc. The SOR model was used as the theoretical basis to construct the model and put forward hypotheses. This study constructed two models.
This study randomly selected consumers from first-tier to fifth-tier cities with experience in watching short beauty videos as the research objects, conducted in-depth interviews, distributed questionnaires online and offline, and collected and analyzed information. Among them, 15 consumers were selected for in-depth interviews, and 525 questionnaires of consumers with purchase behavior after watching short videos of beauty makeup were collected, and 406 questionnaires of consumers with no purchase behavior after watching short videos of beauty makeup were collected. Descriptive statistical analysis, reliability and validity analysis, factor analysis, regression analysis and structural equation model were conducted by using SPSS.
The results show that marketing stimulus, interaction, key opinion leaders, content, positive emotions and trust have significant positive effects on cosmetics online impulse buying behavior. Positive emotions and trust mediate between marketing stimulus, interaction, key opinion leaders, content and cosmetics online impulse buying behavior. Short video perceived content quality risk, perceived evaluation quality risk, reputation risk of key opinion leaders, psychological risk and cosmetics online impulse buying behavior have significant negative effects.Curricular : BBA/GE/MBA/PhDM Record link: http://libsearch.siu.ac.th/siu/opac_css/index.php?lvl=notice_display&id=28476 SIU Thesis. Online Impulse Buying Behavior of Cosmetics in Beauty Makeup Category Short Video [printed text] / Yuan Zhou, Author ; Eksiri Niyomsilp, Associated Name ; Montira Chunlim, Associated Name . - [S.l.] : Pathumthani: Shinawatra University, 2022 . - xv, 233 p. : Tables, ill. ; 30 cm.
500.00 Baht
SIU THE: SOM-PhD-M-2022-90
Thesis. [PhD.[Philosophy in Management]].-- Shinawatra University, 2022
Languages : English (eng)
Descriptors: [LCSH]Consumer behavior
[LCSH]Cosmetics
[LCSH]Marketing
[LCSH]Short VideoKeywords: Online Impulse Buying Behavior,
Cosmetics In Beauty Makeup,
Short Video,
Key Opinion LeadersAbstract: With the development of The Internet in China, short video marketing has been more widely used in the field of cosmetics online sales and achieved very outstanding marketing effects. In the context of short videos of beauty cosmetics, what factors will affect online impulse buying behavior of cosmetics is worth discussing. This study was based on theories and literature research on short beauty videos, online impulse buying behaviors of cosmetics, positive emotions and trust, perceived risk, etc. The SOR model was used as the theoretical basis to construct the model and put forward hypotheses. This study constructed two models.
This study randomly selected consumers from first-tier to fifth-tier cities with experience in watching short beauty videos as the research objects, conducted in-depth interviews, distributed questionnaires online and offline, and collected and analyzed information. Among them, 15 consumers were selected for in-depth interviews, and 525 questionnaires of consumers with purchase behavior after watching short videos of beauty makeup were collected, and 406 questionnaires of consumers with no purchase behavior after watching short videos of beauty makeup were collected. Descriptive statistical analysis, reliability and validity analysis, factor analysis, regression analysis and structural equation model were conducted by using SPSS.
The results show that marketing stimulus, interaction, key opinion leaders, content, positive emotions and trust have significant positive effects on cosmetics online impulse buying behavior. Positive emotions and trust mediate between marketing stimulus, interaction, key opinion leaders, content and cosmetics online impulse buying behavior. Short video perceived content quality risk, perceived evaluation quality risk, reputation risk of key opinion leaders, psychological risk and cosmetics online impulse buying behavior have significant negative effects.Curricular : BBA/GE/MBA/PhDM Record link: http://libsearch.siu.ac.th/siu/opac_css/index.php?lvl=notice_display&id=28476 Hold
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Barcode Call number Media type Location Section Status 32002000607527 SIU THE: SOM-PhD-M-2022-90 c.1 SIU Thesis and Dissertation Graduate Library Thesis Corner Available 32002000607525 SIU THE: SOM-PhD-M-2022-90 c.2 SIU Thesis and Dissertation Graduate Library Thesis Corner Available