การเปรียบเทียบผลกระทบของออนไลน์อินฟลูเอนเซอร์ต่อการตัดสินใจซื้อคอมพิวเตอร์ ระหว่างคนเจเนอเรชัน Y และเจเนอเรชัน Z ในจังหวัดเชียงใหม่

Abstract

This study aims to analyze the impact of online influencers on the purchasing decisions of Generation Y and Generation Z individuals in Chiang Mai province regarding computer purchases. The sample size was collected of 400 participants who had personally bought computers. Data was collected by distributed at Plaza Computer and Pantip Plaza Chiang Mai, as well as online questionnaires administered through the "Extreme IT - Computer Enthusiasts" Facebook group. Statistical analysis involved the use of descriptive statistics with frequencies, percentages, means, and standard deviations. Inferential statistics techniques, including F-test (One Way ANOVA), were utilized to test hypotheses. The results revealed that a majority of the sample had a preference for online influencers, particularly Celebrity Influencers, who had more than 100,000 followers and were widely recognized figures in fields like acting, sports, and music. These influencers were perceived to be genuine in their product endorsements, provided accurate information about computers, and demonstrated expertise in the subject. The influence of online influencers on the decision-making process was observed. For Generation Y, the impact was significant across almost all stages except for awareness. In the case of Generation Z, the influence was significant in generating knowledge, satisfaction, confidence, and purchase intention stages. However, for awareness and interest stages, the influence was moderately significant. Then hypotheses were tested using inferential statistics, including F-test (One Way ANOVA) and pairwise comparison tests, it was found that the type of online influencers significantly differed in their influence across sub-factors and decision-making stages for both Generation Y and Generation Z, with statistical significance at the .05 level.