การศึกษาทัศนคติเชิงลึกของผู้บริโภคที่มีต่อการตัดสินใจซื้อผ่านการเสนอขายโดยตรง ผ่านสื่อทางโทรทัศน์ กรณีศึกษากระทะโคเรียคิง

Abstract

This independent study aims to investigate the consumers’ in-depth perception and attitude as well as the purchase decision factors. This study is conducted in form of Qualitative Research in order to have in-depth information. The informants are students from the Faculty of Business Administration and Accountancy, Khon Kaen University. The informants are defined to be 458 accountancy program students who were interviewed via close-ended questionnaires as the data collection tool. The result found that, the consumers both had positive and negative attitudes. There are 4 perception inducement factors like; product, price, distribution channel and promotion. In addition, there are 4 purchase decision factors which affected to the consumers’ purchase decision such as cultural, social, personal and psychological factors that activate the consumers’ purchasing demand.