พฤติกรรมการหลีกเลี่ยงโฆษณาบนโปรแกรมประยุกต์เฟซบุ๊กของกลุ่ม Generation C

Abstract

This research aims to study 1) Advertising exposure behaviors on Facebook of Generation C 2) Advertising avoidance behaviors on Facebook of Generation C 3) Advertising attitudes on Facebook classified by advertising exposure of Generation C 4) Influence of attitude towards advertisements on advertising avoidance behaviors on Facebook of Generation C. The researcher used the questionnaire as a tool to collect data from the 385 Facebook users every day and use more than 1 hour per day. The data were analyzed by frequency, percentage, mean, standard deviation variance and regression coefficients.The advertisement exposure in this research has been divided into 3 parts which are the reasons of usage, types of ads and engagement on ads. The reasons of using Facebook of the Generation C who exposed to the advertisements significantly affected to the attitude of the Generation C on the advertisement. They used Facebook mostly for entertainment while video advertisement was the most attractive for their engagements. According to the results, the Generation C avoided advertisement on Facebook in high level. In detail, eliminating advertisement was the highest following with skipping advertisement and ignoring advertisement, respectively. So, the possibility of Generation C to avoid advertisement on Facebook was 37.7%.