การเปิดรับข้อมูลข่าวสาร ความพึงพอใจ และความภักดีต่อตราสินค้า ของสมาชิกเฟซบุ๊กแฟนเพจธุรกิจสินค้าในประเทศไทย

Abstract

The  purpose of  this  research is  to  study  information  exposure, satisfaction and brand loyalty  of  commercial facebook fanpage members in Thailand. This study employs quantitative methodology using a survey with  questionnaires to  collect  data from  400  samples  who are members of  commercial facebook fanpages. Percenteage, mean, standard deviation and Pearson’s product moment correlation coefficients were  calculated  as  statistical  analysis  tools  using  SPSS   Program. The objectives are as follows 1) to study information exposure of commercial facebook  fanpage members  in  Thailand. 2)  to study  the level of satisfaction among commercial facebook fanpage members in Thailand. 3) to study brand loyalty of commercial facebook fanpage members in Thailand. 4) to study the relationship between information exposure  and satisfaction of  commercial  facebook  fanpage members in  Thailand.  5)  to  study  the  relationship  between  satisfaction  and brand loyalty  of  commercial facebook  fanpage members  in Thailand.

The  results  of  this  research are  as  follows

1)  The  information  exposure  of  commercial facebook   fanpage   members   overall   was   high, and  the   most   effective   information   waspictures.

2)   The   satisfaction   of   commercial    facebook fanpage  members  overall  was  high,and  the  highest satisfaction was sales promotion.3) The brand loyalty of  commercial  facebook  fanpage  members  overall was  high,  and  they  showed  continuous  consuming of a brand’s products.

4) The correlation between information exposure and satisfaction of commercial facebook fanpage memberswas positive with statistical significance at 0.001.

5) The correlation between satisfaction and brand loyalty of commercial facebook fanpage   memberswas    positive   with   statistical significance  at 0.001.