อิทธิพลของการเชื่อมโยงบนสื่อสังคมออนไลน์ที่มีผลต่อการตั้งใจซื้อผลิตภัณฑ์หรูหรา โดยมีคุณค่าการรับรู้เป็นตัวแปรคั่นกลาง
คำสำคัญ:
สังคมออนไลน์, การเชื่อมโยง, การรับรู้คุณค่าหรูหรา, พฤติกรรมผู้บริโภคบทคัดย่อ
งานวิจัยนี้มีวัตถุประสงค์เพื่อศึกษาและตรวจสอบตัวแปรคั่นกลางของคุณค่าในการเลือกซื้อผลิตภัณฑ์หรูหราที่มีต่อความสัมพันธ์ร่วมกันระหว่างตัวแปรด้านอิทธิพลของการเชื่อมโยงบนสื่อสังคมออนไลน์และการตั้งใจซื้อผลิตภัณฑ์หรูหรากับกลุ่มตัวอย่างผู้ตอบแบบสอบถามที่เป็นกลุ่มลูกค้าวัยรุ่นชาวไทย จำนวนทั้งสิ้น 534 ราย โดยการสำรวจจากห้างสรรพสินค้าในเขตกรุงเทพมหานครที่มีร้านค้าหรูหราตั้งอยู่ และใช้สถิติการวิเคราะห์องค์ประกอบเชิงสำรวจร่วมกับการวิเคราะหองคประกอบเชิงยืนยัน ผลการวิจัยพบว่า คุณค่าในการเลือกซื้อผลิตภัณฑ์หรูหราถือเป็นตัวแปรคั่นกลางระหว่างอิทธิพลของการเชื่อมโยงบนสื่อสังคมออนไลน์และการตั้งใจซื้อผลิตภัณฑ์หรูหรา ผลการวิจัยดังกล่าวสามารถใข้เป็นแนวทางการกำหนดกลยุทธ์ด้านสื่อสังคมออนไลน์ที่มีผลต่อการตั้งใจซื้อผลิตภัณฑ์หรูหรา การมีส่วนร่วมการเพิ่มพูนความรู้ของผู้บริโภคในสื่อสังคมออนไลน์ การสร้างมูลค่าและความปรารถนาที่จะซื้อ และสามารถผลักดันไปสู่การตัดสินใจซื้อจริงได้ในที่สุด
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บทความที่ลงตีพิมพ์ในวารสารวิชาการบริหารธุรกิจ สมาคมสถาบันอุดมศึกษาเอกชนแห่งประเทศไทยต้องเป็นบทความที่ไม่เคยได้รับการตีพิมพ์เผยแพร่ หรืออยู่ระหว่างการพิจารณาตีพิมพ์ในวารสารอื่นๆ การละเมิดลิขสิทธิ์เป็นความรับผิดชอบของผู้ส่งบทความโดยตรง
