The Use of Online Media to Decide to Buy Real Estate in Bangkok

Main Article Content

Duangnapa Chuenchit
Supachart Iamratanakul

Abstract

This research is intended to study the personal factors; real estate purchase behavior through the social media channels and the social factors for decision to buy real estate in Bangkok area. Samples used in this study are the customers who want to buy real estate in Bangkok area with the total number of 400 persons. The researches tools are online surveys and analyze data with statistics that include average percentage, standard deviation, t-test, one-way ANOVA and Chi-square with the statistical significance level at 0.05. The results found that 1) the samples, mostly females aged between 36 – 40 years old, with bachelor degree. Earnings per month are more than 75,001 baht and are employed by private companies. 2) The different of personal factors such as gender, age, level of education, monthly income, and occupation influence the behavioral through the social media channels to make the decisions on buying real estate in Bangkok area. 3) The different of behavior through social media channels such as Website, E-mail, Blog, Social Network Service and Search in the decision to buy real estate in Bangkok area for each category are different.  The result of this study found that the Social Media Channel “The Internet search engine (www.google.com)” is the most popular from the samples. With this result, the organizations will use as a guideline for planning the development of communication strategies through social media for the business purpose.


 

Downloads

Download data is not yet available.

Article Details

How to Cite
Chuenchit, D., & Iamratanakul, S. (2019). The Use of Online Media to Decide to Buy Real Estate in Bangkok. Rajapark Journal, 13(29), 15–29. Retrieved from https://so05.tci-thaijo.org/index.php/RJPJ/article/view/193003
Section
Research Article

References

Ariyavirivanant, C. (2014). The Influences of Advertising Media on Residence Purchasing Decisions. Master Thesis in Master Degree of Science (Innovative Real Estate Development). Faculty of Architecture and Planning. Thammasat University.

Chantavimol, V. (2015). Big Names open online business competition Investing money for attracting new generations to their projects to increase sales dramatically. Retrieved July 4, 2016, from www.thansettakij.com/content/76100.

Goodall, B. (1974). The Economic of Urban Areas. Great Beitain: Biddles Guild Ford.

Kamjadtuk, J. (2009). Customer Satisfaction after Buying Condominium in Bangkok. Master Thesis in Master Degree of Science (Applied Statistics and Information Technology). Graduate School of Applies Statistics. National Institute of Development Administration.

Marketing Oops. (2017). Real estate and using Social Media. Retrieved July 4, 2016, from
https://www.marketingoops.com/campaigns/social-media-marketing-digital/perperty/

Rattanachongkol, S. (2011). Communicative strategies in marketing via social media: a case study of The Sansiri Public Company Limited and The Asian Property Development Public Company Limited. Master Thesis in Development of Housing Program. Faculty of Architecture Chulalongkorn University.

Rungruangphon, W. (2009). The behavior of internet media toward consumer’s information searching process during the buying decision process for Real Estate. Journal of Business Administration, 32(124), 8-28.

Srisasaluk, S. (2011). Factors of Demographic and Customers Behavior in Using Home Advertising Media of house buying: A case study of Muang Nakhon Pathom, Nakhon Pathom province. Master Thesis in Entrepreneurship Program. Graduate School. Silpakorn University.

Wertime & Fenwick. (2008). Translated by Jaruwat, N. & Vansatit, P. Digimarketing Open world new media and digital marketing. (1st ed.). Bangkok: Nation Books.