อิทธิพลของการฝังโฆษณาในวิดีโอสั้น ที่ส่งผลต่อความตั้งใจซื้อสินค้าบนแพลตฟอร์มวิดีโอสั้นของผู้บริโภคในประเทศไทย

 

The Impact of Embedded Advertising in Short-Form Videos Platform on Consumer Purchase Intention in Thailand

 

 

วันที่ได้รับต้นฉบับบทความ :
11 กรกฎาคม 2567

วันที่แก้ไขปรับปรุงบทความ :
16 กันยายน 2567

วันที่ตอบรับตีพิมพ์บทความ :
20 กันยายน 2567

ปิยฉัตร โมฑะกุล

ผู้จัดการฝึกหัด

บริษัท บิ๊กซี ซูเปอร์เซ็นเตอร์ จำกัด (มหาชน)

ดร.สรวดี ศรีเวทย์บดี

ผู้ช่วยศาสตราจารย์ประจำภาควิชาการตลาด

คณะพาณิชยศาสตร์และการบัญชี มหาวิทยาลัยธรรมศาสตร์

(ผู้ประสานงานหลัก)

 

 

Received:
July 11, 2024

Revised:
September 16, 2024

Accepted:
September 20, 2024

 

Piyachat Motakul

Store Management Trainee,

Big C Supercenter Public Company Limited

Dr.Sorawadee Srivetbodee

Assistant Professor of Department of Marketing,

Thammasat Business School, Thammasat University

(Corresponding Author)

 

 

คำสำคัญ :

ศักยภาพการใช้งานของสื่อสังคมออนไลน์ ความน่าเชื่อถือของผู้สื่อสาร ความปรารถนาที่จะเลื่อนการตัดสินใจ การรับรู้ความเกี่ยวข้อง ความตั้งใจซื้อสินค้า

บทคัดย่อ

การวิจัยนี้มีวัตถุประสงค์ เพื่อศึกษาถึงอิทธิพลของการฝังโฆษณาในวิดีโอสั้น มีผลต่อการตัดสินใจซื้อสินค้าและเพื่อวิเคราะห์ความสัมพันธ์ของการฝังโฆษณาในวิดีโอสั้นกับการตัดสินใจซื้อสินค้าของผู้บริโภคในประเทศไทย เก็บรวบรวมข้อมูลโดยใช้แบบสอบถามออนไลน์ กับผู้บริโภคที่มีประสบการณ์ในการใช้งานแพลตฟอร์มวิดีโอสั้น ในช่วงระยะเวลา 1 ปี จำนวน 310 คน วิเคราะห์ข้อมูลด้วยแบบจำลองสมการเชิงโครงสร้าง หรือ Structural Equation Modeling (SEM) ผลการศึกษาพบว่า สิ่งกระตุ้นอันประกอบด้วยศักยภาพความบันเทิง ศักยภาพของระบบการแนะนำผลิตภัณฑ์ และความน่าเชื่อถือของผู้สื่อสาร และการรับรู้ความเกี่ยวข้องของผลิตภัณฑ์ ซึ่งจัดเป็นกระบวนการภายในบุคคล มีอิทธิพลทางตรงเชิงบวกต่อความปรารถนาที่จะเลื่อนการตัดสินใจ ซึ่งจัดเป็นกระบวนการภายในบุคคล นอกจากนี้ยังพบว่า การรับรู้ความเกี่ยวข้องของผลิตภัณฑ์และความปรารถนาที่จะเลื่อนการตัดสินใจ มีอิทธิพลทางตรงเชิงบวกต่อความตั้งใจซื้อสินค้าซึ่งจัดเป็นการตอบสนอง ในขณะที่ศักยภาพด้านระบบการมองเห็นของผลิตภัณฑ์ ไม่มีอิทธิพลทางตรงต่อความปรารถนาที่จะเลื่อนการตัดสินใจของผู้บริโภค ผลจากการศึกษานี้ ทำให้กับผู้ประกอบการและนักการตลาด เข้าใจถึงปัจจัยที่มีผลต่อการกระตุ้นการตัดสินใจซื้อในสื่อดิจิทัล เพื่อออกแบบกลยุทธ์การตลาดให้ตอบโจทย์ความต้องการตลาดและรักษาความสัมพันธ์กับลูกค้าได้ดียิ่งขึ้น

 

 

Keywords:
Social Media Affordance, Creator Credibility, Desire to Postpone Closure, Product Relevance, Purchase Intention

ABSTRACT

This research aims to investigate the impact of embedded advertising in short-form videos platform, which influences Thai consumer purchase intention towards products, and to analyze the relationship of embedded advertising on consumer purchase intention. The research included 310 short-form video platform users with at least one year of experience. Data was collected through an online questionnaire and analyzed using structural equation modeling (SEM). The study revealed that stimulus consisting of entertainment affordance, recommendation affordance, and creator credibility, and product relevance, which is considered as organism, significantly heightens the desire to postpone closure. Furthermore, product relevance and the desire to postpone closure positively influence purchase intention, which is response. However, social interaction affordance and product visibility affordance do not significantly impact the desire to postpone closure and have a negative relationship. These findings will yield valuable insights for businesses and marketers, aiding in their comprehension of the factors driving purchasing intention in digital media and facilitating the development and enhancement of marketing strategies to address market demands and forge deeper connections with consumers.

 

 

 

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