CONTENT SELECTION AND MEDIA EXPOSURE FACTORS AFFECTING GENERATION Z CONSUMERS’ PURCHASING DECISIONS ON YOUTUBE IN BANGKOK

Abstract

This research aims to study marketing content characteristics and media exposure factors affecting Generation Z consumers' purchasing decisions on the YouTube in Bangkok. It's quantitative research. The study distributed online questionnaires to the sample group (Generation Z), which was born between 1997 and 2003 amount 400 participants. The evaluation of the quality of research instruments from the Cronbach’s alpha coefficient method found that the whole series of questionnaires were reliable with a confidence level of 0.978. The result proved that the questionnaire is appropriate to use for collecting the data. Non-Probability Sampling was conducted by using a convenience sampling method. The statistics used for data analysis are Descriptive Statistics (percentage, average) and Inferential Statistics (Multiple Regression).

The results found that the independent variables, which include the inspired content, idea content, information content, entertaining content, targeted content, unique content, convenience and preferences media, and consistency media had a positive affect Generation Z consumers' purchasing decisions statistically significant at a level of .10. With respect to the other independent variables, the study found that there is no impact on Generation Z consumers' purchasing decisions.