ทัศนคติต่อการชมวิดีโอโฆษณาบนยูทูปแบบทรูวิว และทัศนคติต่อตราสินค้าที่ส่งผลต่อความตั้งใจชมวิดีโอโฆษณา และความตั้งใจซื้อสินค้าออนไลน์ของผู้บริโภคชาวไทย

Abstract

The purpose of this research were: 1) to study the level of attitude towards watching on trueview youtube video advertising and the level of the attitude towards the brand of Thai consumers. 2) to study the influence of attitude towards watching on trueview youtube video advertising and the attitude towards the brand that affects the intention of video advertising of Thai consumers, and 3) to study the influence of intention to watch video advertising on the intention to buy online products of Thai consumers. The tool was used as an online questionnaire of 400 people. The survey was conducted with the population using the internet in Thailand to watch trueview youtube video advertisements. The statistics for analysis was frequency, average, percentage, standard deviation and inferential statistics used multiple regression analysis. The results of the research revealed that 1) Attitude towards watching trueview youtube video advertisements of internet users in Thailand pays most attention to duration and the attitude towards the brand of internet users in Thailand pays the most attention to the slogan. 2) Attitude towards watching on trueview youtube video advertising affects 38.3 percent of brand attitude, with the presenter or celebrity being the most influential. 3) The attitude towards watching on trueview youtube video advertising affects the intention of watching video advertising by 16.8 percent, with the most influential duration. 4) Brand attitudes affect the intention of watching video advertising by 10.9 percent, with the most influential slogan. 5) The intention of watching video advertising influences 37.4 percent of the intention to buy products online by planning to watch video advertising soon, In which the product owner can use the research results to develop new marketing communication channels and has academic benefits in further study of the important variables that have an influence on this study.