อิทธิพลของการสื่อสารเนื้อหาเชิงภาพในสื่อสังคมออนไลน์ต่อความตั้งใจซื้อผลิตภัณฑ์เสื้อผ้าแปรรูปจากผ้าฝ้ายทอมือของผู้บริโภคเจเนอเรชันเอกซ์

Abstract

This independent research aims to study the overall image and the elements of Visual Content Communication on Online Social Media toward Hand Woven Cotton Clothes, include The Influence of Visual Content Communication of Generation X on Purchase Intension toward Hand Woven Cotton Clothes of Generation X using online questionnaires as a tool to collect data from Generation X who have known or purchased clothing products. 384 cases were selected using a non-probabilistic method. With quota sampling method. Divided into females 51 percent of 195 people and males 49 percent of 189 people. When analyzing the preliminary data using descriptive statistics, frequency, percentage, mean, and standard deviation, inferential statistics were used to analyze the data of the sample The hypothesis was tested by using independent t-test in cases where there were 2 groups of populations and using statistics for One way analysis of variance : ANOVA in cases where there were more than 2 groups and using Multiple Regression Analysis to analyze the influence of Communication of Visual Content in Social Media on Generation X People's Purchase Intention of Hand Woven The study found that most of the respondents were female. Age in the range of 46 - 49 years, working as a civil servant their income is less than or equal to 30,000 baht. Most of them bought hand-woven cotton clothes. The last time 2 weeks ago, they bought 1-2 pieces of hand- woven cotton clothes and bought a skirt. Most of the sources choose to buy products from Facebook Fan page product aggregation applications, followed by product aggregation applications such as Shopee and cotton fabric stores. And the website of that clothing brand, such as DOITOUNG are interested in linen and most of them will buy from Facebook regularly. Most of the respondents perceived visual content communication in social media. Used regularly in buying clothes made from hand-woven cotton. Which has all six elements, where images (Images) Video (Videos) Infographics (Infographics) Product Slogans (Memes) Images of Product Highlights (Screenshots) have the most recognition. And product presentation images (Presentations) are largely perceived by the purchase intent of Generation X. As for hand-woven cotton apparel products, it was found that their purchase intension toward hand woven cotton clothes were at a very high level. When comparing the differences in the median communication of visual content in social media classified by sex and age, it was found that the image Infographics and images of product highlights. Were significantly different at the 0.05 level. Comparing by age, it was found that the images were significantly different at the 0.05 level. Infographics was 1 pair. Were significantly different at the 0.05 level, there were 2 pairs, and the Memes was significantly different at the 0.05 level, there were 2 pairs. On the relationship between visual content communications in social media that influences generation X purchase intention of hand-woven cotton fabrics by analyzing multiple regression, it was found that on the Image side, there were no any factors that influenced the intention to purchase processed clothing products made from hand woven cotton fabrics of Generation X people. On the Infographics side, there were 1 sub-factor predicting intention to purchase processed hand woven cotton clothes. The Presentations there were 4 sub-factors predicting intention to purchase processed hand woven cotton clothes. The Screenshots there were 2 sub-factors predicting intention to purchase processed hand woven cotton clothes. The Visual Content there were 1 sub-factor predicting intention to purchase processed hand woven cotton clothes. The Videos and the Memes there were unpredictable intention to purchase processed hand woven cotton clothes.