Conjoint analysis of advertising design on TikTok application media on the purchasing decisions of generation Z customers
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Abstract
This research aims to study the conjoint analysis of advertising design on TikTok application media on the purchasing decisions of Generation Z customers in Thailand, and to study the approach to developing the advertising design for entrepreneurs on the TikTok application media in Thailand. The tool was a questionnaire developed from a literature review and semi-structured interviews. The sample group was from 150 of Generation Z Customers who had purchased products through the TikTok application media in Thailand. The statistics used in the research were conjoint analysis techniques, combine with the values of Pearson’s R and Kendall’s tau for the model fit. The study found that conjoint analysis of advertising design on TikTok application media is divided into four components: Duration, presentation, content, and influencer. These factors affect the purchasing decisions of Generation Z Customers in Thailand. In conclusion, advertising designers on the TikTok application should use influencers, Net idols, or bloggers-techniques for presenting advertisements that tell the product's story. The content provides information about the product using approximately 30-60 seconds/clip/ad. This is because if these factors increase, it will result in a decrease in purchasing decisions.
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