CONSUMERS PURSUING A SENSE OF SOCIAL PRESENCE: EMOTIONAL ENGAGEMENT OR FUNCTIONAL ENGAGEMENT
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บทคัดย่อ
Consumers are sometimes willing to pay higher prices for specific products or services (such as global brands). In the media field, academics and practitioners have long been concerned and explored the possible reasons. Using a sample of 356 Thai consumers, through SEM and regression analysis hypothesis testing, it was found that, based on media richness theory, this study aims to investigate the effect of media richness on two types of engagement (affective engagement and functional engagement) affected by social presence. Impact on consumer attitudes of global brands. Influencing consumer attitudes toward global brands. Combining the relevant literature to build a theoretical model will help people understand how those higher production values are formed in the minds of consumers. The model can provide further exploration for scholars interested in this topic and can also help companies apply in marketing communication, market segmentation, target market selection, and product positioning.
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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
“ข้าพเจ้าและผู้เขียนร่วม (ถ้ามี) ขอรับรองว่า บทความที่เสนอมานี้ยังไม่เคยได้รับการตีพิมพ์และไม่ได้อยู่ระหว่างกระบวนการพิจารณาลงตีพิมพ์ในวารสารหรือแหล่งเผยแพร่อื่นใด ข้าพเจ้าและผู้เขียนร่วมยอมรับหลักเกณฑ์การพิจารณาต้นฉบับ ทั้งยินยอมให้กองบรรณาธิการมีสิทธิ์พิจารณาและตรวจแก้ต้นฉบับได้ตามที่เห็นสมควร พร้อมนี้ขอมอบลิขสิทธิ์บทความที่ได้รับการตีพิมพ์ให้แก่สถาบันการจัดการปัญญาภิวัฒน์หากมีการฟ้องร้องเรื่องการละเมิดลิขสิทธิ์เกี่ยวกับภาพ กราฟ ข้อความส่วนใดส่วนหนึ่งและ/หรือข้อคิดเห็นที่ปรากฏในบทความข้าพเจ้าและผู้เขียนร่วมยินยอมรับผิดชอบแต่เพียงฝ่ายเดียว”
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