A STUDY OF SOCIAL MEDIA INFLUENCING FACTORS INFLUENCING CAR BUYING DECISION AMONG THAI WORKING GROUP IN BANGKOK AREA. The scope of the study is only focused on social media marketing of the automotive industry in Thailand in the direction of customer purchase decision due to the social media's trend that increased in the year 2019.
Research Objectives
In addition, they are still developing an e-customer relationship building system to achieve the best customer relationship by creating the TOYOTA T-Connect smartphone app. In addition, Ford Motor Company claimed to be the first digital marketing leader in the automotive industry to partner with YouTube since 2016.
Research Questions
The main issues are that customer behavior has changed and social media is becoming a part of making a decision to buy. Take a deeper look at a reason to invest in a social media marketing, which are two main reasons: the first one is to stimulate sales, and another one is to make a connection between customer and brand that becomes closer in a relationship and brand loyalty.
Research Scope
Expect Benefit
This research applied the model of buyers' decision-making process theory, an analysis of the automotive industry market and social media situation at present and variables affecting car purchasing decision among Thai working group in the Bangkok region and a conceptual framework model.
Definition
Social medial marketing (SMM)
Automobile industry market in Thailand
Theories of the buyer decision making process
The state of the information search is the first channel that the company will get connected with their potential customer, such as attractiveness. Also, the condition of evaluation of alternatives is the second condition that the company will get meet the criteria and qualification of their potential customers such as the reliability of the content and brand.
Situation and Market analysis
Social medial marketing trend
Thus, this research will apply the conceptual model in social media marketing situations in the automotive industry by adopting the state's model such as the information search and evaluation of alternatives. Currently, Thai people usually use the Internet about 9 hours a day, including in every electronic device and spend about 3 hours a day on social media.
Automobile industry trend
According to table 2.1 shows the number of users who used social media in Thailand in January 2018, Facebook was the highest account users that Thai people usually use on a daily basis with 51 million, and YouTube was second with 40 million users. However, they have discovered from the automotive industry that information from social media influences the purchasing decision, rather than through the traditional marketing channel.
Consumer purchasing decision on Social media
- Personal innovativeness
- Attractiveness
- Reliability
- Shareability
- Brand reputation
Brand reputation can be strengthened when the customer gets their expectation of the organization to contain with product or service when repurchasing (Argenti & Druckenmiller, 2004). There are many car brand choices in the automotive market, so the reputation of the brand can measure and remember the brand to get into the mind of your customer.
Conceptual Framework
Taking the risk of the potential of the consumer to manage with complex features and to apply new items of innovation. Shareability The customer experience created by consuming a real product and eliciting an emotional response to the product. This chapter describes the research methodology used in the study, which aims to clarify the methods and techniques used for data collection and analysis.
The quantitative research focuses only on the potential customer side by collecting online questionnaire survey conducted with potential car customers between 23 - 60 years of age from July 5 to July 12, 2019. Therefore, the data is collected from respondents that will be analyzed by the SPSS program in factor analysis and multiple regression function.
Sample size
Data Collection
Population was the total number of employed people in Bangkok in 2017 consecutively at the 90% confidence level. Therefore, this survey was distributed through an online questionnaire, mainly through social media such as Facebook, Line, email and Instagram. In this study, a convenience sampling technique was used to increase the number of respondents (Yang, Cai, Zhou, & Zhou, 2005).
The questionnaire consists of 4 parts, which, by adapting to the conceptual framework, consist of a total of 35 questions.
Data Analysis
This study used the Statistical Package for Social Sciences (SPSS) software to analyze data to answer the research question and hypotheses based on the research objective of the study. Descriptive analysis is mean, standard deviation, variance frequency and percentage were used to analyze the basic demographic information and general behavioral information of this study. Factor analysis uses underlying constructs in the data from the grouping of variables that emerge.
Multiple regression analysis is hypothesis testing used to determine whether independent variables influence the purchase decision and whether the independent variable has a significant effect on each dimension. Therefore, there was more than one independent variable and multiple linear regression analysis was appropriate.
Reliability and Validity
Descriptive Statistical
This quantitative research is analyzed by the SPSS program beginning with descriptive statistics which have been used to analyze the demographics and general behavior of the respondent. Follow with Multiple-Regressions Analysis to find the relationship between independent variable influence and the dependent variable. The majority of the respondent was a business employee with 55 respondents or 55.0%, followed by the second largest group was a business owner with 20 respondents or 20.0%.
General Behavior
The majority of the respondents were active on the social media aged 8 years and above, which was 80.0% of the respondents. According to all respondents, the largest number of respondents are active 3-4 hours on social media daily at 29.0% of respondents. The following group was online on social media 1-2 hours daily with 27.0% of respondents.
Then the respondent who spends more than 6 hours on social media every day at 21.0% of respondents. The rest of the respondents searched via Pantip.com with 6.0%, YouTube with 5.0% and Facebook with 3.0%.
Factor Analysis and Reliability
- Factor Analysis
- Reliability Analysis
An individual norm can be defined as a person's recognition or consciousness, which is perceived by society and influences him to believe in a new trend. In this research, the attitude towards innovation can be defined as an individual perspective towards innovation. They are open to try a new thing, which means they are interested in and embrace the concept of a new technology that has some background to what they are working towards.
The other composite construct with a potential Cronbach's Alpha value of 0.837 is attitude towards innovative with 4 items and attractiveness is 0.801 with 4 items. The Cronbach's Alpha value of 0.7 is reliability, which means that all composite constructs are acceptable and can be used for analysis.
Regression
The data shows that the independent variable is related to or influenced the intention to use 50.9%. The result of the regression analysis indicated two of the independent variables that significantly influence consumers' intention to use social media in their car purchasing decision. Thus, there were two independent variables that had insignificant intention to use social media, namely social influence and attractiveness.
If brand reputation increased by 1 unit, the intention to use social media will increase by 0.343 units. If attitudes towards innovative behavior increased by 1 unit, then the intention to use social media would increase by 0.380 units.
Conclusion and discussion
- Demographic results
- The multiple regression analysis
This study aimed to understand which social media factors influence consumers' car purchasing decision under the working group in Bangkok. The first research question focused on which social media factor influences the car purchasing decision. The second focused on what is the most social media channel that influences the car purchasing decision.
Social media context will become more important when consumers believe in the brand reputation and have the intention to purchase. The result confirmed that attractiveness had a significant negative effect on the car purchase decision, which means that this social media factor has no influence on the Thai working group in Bangkok on the car purchase decision.
Recommendation
- Building the brand reputation
- Enhancing the attitude toward innovative
- Focus on social media interaction
Surprisingly, social influence was not visible in Figure 5.1, but the variable was almost significant at 0.1 (90%) and could answer research question 2: how social media advertising influences the intention to purchase a car. The first gate of social media that can boost customer enjoyment and make the customer spend time on your website to make a purchasing decision. This might only interest people who are getting comfortable with social media and are interested in innovation.
If the customer pays attention to the innovative article in a positive way, then the advertising content on social media will be acceptable and valid for a car purchase decision. They should pay attention to social media sites that can increase the relationship and credibility due to the high number of active users on social media should continue to increase every year.
Limitation
Future research
ดึงมาจาก https://www.auto-thailand.com/PRNews/Google-Think-Auto-Gearshift-2018-Thai-New-Car-Buyers.html. ดึงมาจาก https://chobrod.com/auto-market/ มุมมองตลาดรถยนต์ปี 2019. Social Media Marketing คืออะไร: ความรู้เบื้องต้นเกี่ยวกับแนวคิดการตลาดผ่านโซเชียลมีเดีย [Blog post].
Statistics of digital users worldwide, "Thailand" is the most Internet dependent in the world - "Bangkok" is the highest Facebook user city.
Introduction
Screening Question
Specific Question
Reliability
Shareability
I intend to use social media search for car information to help me make a car buying decision.
The purpose of this questionnaire survey is to study about the factor on social media marketing that influence the intention to buy a car among the Thai working group in Bangkok area. There are various social media channels including website, Facebook, YouTube, Instagram, Pantip.com and others. In addition, the car company changed the market plan to focus more on promoting car advertising on social media than traditional offline, such as released new car model on live streaming video platform.
So what is the most important factor in social media marketing that influences your intent to buy a car.
