本研究的目的是探討影響廣告商品透過社交網路媒體購買意願的因素。該因素包括資訊性、娛樂性及激怒性的線上社交網路。這也是探討消費者從對品牌形象，購買意向和文化的社交媒體廣告態度的影響。這項研究數據的收集包括線上問卷調查及發放調查問卷。共有634份回收問卷透過Facebook和線上調查，受訪者是泰國和台灣民眾。研究發現，首先消費者對社交媒體廣告的態度與品牌形象與購買意願呈現正向關係，但與文化向度層面沒有任何關係。其次，消費者對品牌形象的態度呈正向相關購買意願。第三，不同國籍的消費者並沒有對社交媒體廣告，品牌形象，購買意願和文化向度感知不同。最後，消費者對社交媒體廣告感知不同依據於廣告態度和對品牌形象的態度。

The purpose of this study is to examine the factors that affect purchasing intention of advertised goods thorough social network communities. The factor include of informative, entertainment and irritation on online social networking. It is also to examine the influence of consumers’ attitude from social media advertising upon brand image, purchase intentions, and culture. The data of this study is collected by both online questionnaire and distributed questionnaire. Total of 634 questionnaires were retrieved via Facebook and online survey, which the respondents are Thai and Taiwanese.  The study found that first, consumers’ attitude towards social media advertising has positive relation with brand image and purchase intention but has no relationship towards culture dimension. Second, consumers’ attitude towards brand image positively related to purchase intention. Third, consumers with different nationality did not perceive differently on social media advertising, brand image, purchase intention and culture dimension. Finally, consumers’ perceived social media advertising differently depends on attitude on advertising, attitude on brand image.

Table of Contents
ACKNOWLEDGEMENT ............................................................................... I
ABSTRACTS…………………………………………………………………………………………....II
LIST OF FIGURES..................................................................................... VI
LIST OF TABLES .............................................................................................. VII
CHAPTER 1 INTRODUCTION .......................................................................................... 1
1.1 Background............................................................................................................. 1
1.2 Motivation .............................................................................................................. 3
1.3 Purpose ................................................................................................................... 6
1.4 Research Questions ................................................................................................. 7
1.5 Research procedure ................................................................................................. 8
CHAPTER 2 LITERATURE REVIEW ................................................................................. 9
2.1 Online Social Networks........................................................................................... 9
2.2 Attitude toward advertising ................................................................................... 11
2.2.1 Informativeness scale ................................................................................... 15
2.2.2 Entertainment scale ...................................................................................... 15
2.2.3 Irritation scale .............................................................................................. 15
2.3 Brand image .......................................................................................................... 16
2.4 Attitude toward Brand Image ................................................................................ 17
2.5 Purchase Intention ................................................................................................. 18
2.6 Culture .................................................................................................................. 20
CHAPTER 3 RESEARCH DESIGN AND METHODOLOGY ........................................... 23
3.1 Research Model .................................................................................................... 23
3.2 Construct Measurement ......................................................................................... 26
3.3 Hypotheses to Be Tested ....................................................................................... 29
3.4 Sample Plan .......................................................................................................... 30
3.5 Questionnaire Design ............................................................................................ 30
3.6 Data Analysis Procedure ....................................................................................... 31
CHAPTER 4 RESEARCH METHODOLOGY................................................................... 34
4.1 Sampling Analysis ................................................................................................ 34
4.2 Descriptive Statistics ............................................................................................. 40
4.3 Factor Analysis ..................................................................................................... 46
4.4 Reliability Analysis ............................................................................................... 47
4.5 Correlation Pearson ............................................................................................... 54
4.6 Regression Analysis .............................................................................................. 56
CHAPTER 5 CONCLUSIONS AND SUGGESTIONS ....................................................... 65
5.1 Research conclusions ............................................................................................ 65
5.2 Overall conclusion ................................................................................................ 67
5.3 Suggestion ............................................................................................................ 68
5.4 Limitation ............................................................................................................. 70
5.5 Further research .................................................................................................... 71
REFERENCES ................................................................................................................... 72
APPENDICES .................................................................................................................... 81
QUESTIONNAIRE IN ENGLISH .................................................................................. 81
QUESTIONNAIRE IN THAI .......................................................................................... 88
QUESTIONNAIRE IN CHINESE ................................................................................... 95

List of Figures
Figure 1-1: The research framework .......................................................................... 7
Figure 1-2: Research procedure ................................................................................. 8
Figure 3-1: The research framework ........................................................................ 23

List of Tables
Table 2-1: Scales and items of measuring perceived value toward advertising….......14
Table 2-2: Culture dimensions, a comparison of Thailand and Taiwan .................... 22
Table 3-1: Summary of questionnaire item .............................................................. 24
Table 4-1: Characteristic of respondents .................................................................. 35
Table 4-2: Characteristic of respondents .................................................................. 36
Table 4-3: Online shopping respondent characteristic .............................................. 37
Table 4-4: Crosstab table-Gender and online shopping experience-Thai .................. 38
Table 4-5: Crosstab table-Gender and online shopping experience-Taiwanese ......... 38
Table 4-6: Crosstab table-Gender and online shopping frequency-Thai.................... 38
Table 4-7: Crosstab table-Gender and online shopping frequency-Taiwanese .......... 39
Table 4-8: Cross tab-Time spending on social network and online shopping frequency-Thai ........................................................................................................ 39
Table 4-9: Cross tab-Time spending on social network and online shopping frequency-Taiwanese ............................................................................................... 40
Table 4-10: Table of Descriptive Analysis – advertising attitude – Informative factors ............................................................................................................................... 41
Table 4-11: Table of Descriptive Analysis – advertising attitude – Entertainment factor ....................................................................................................................... 42
Table 4-12: Table of Descriptive Analysis – Advertising attitude – Irritation factor . 42
Table 4-13: Table of Descriptive Analysis – Attitude toward advertising ................. 43
Table 4-14: Table of Descriptive Analysis – Attitude toward brand image ............... 43
Table 4-15: Table of Descriptive Analysis – Purchase intention............................... 44
Table 4-16: Table of Descriptive Analysis – Culture................................................ 45
Table 4-17: KMO and Bartlett’s test ........................................................................ 46
Table 4-18: Reliability-Thai .................................................................................... 47
Table 4-19: Reliability-Taiwanese ........................................................................... 51
Table 4-20: Correlation-Pearson (Thai) ................................................................... 54
Table 4-21: Correlation-Pearson (Taiwanese) .......................................................... 54
Table 4-22: Regression analysis table- Perception of advertising (separate) and attitude toward advertising- Thai ............................................................................. 56

Table 4-23: Regression analysis table-Perception of advertising (separate) and attitude toward advertising- Taiwanese ................................................................................ 57
Table 4-24: Regression analysis table-Perception of advertising and attitude toward advertising- Thai ..................................................................................................... 57
Table 4-25: Regression analysis table-Perception of advertising and attitude toward advertising- Taiwanese ............................................................................................ 58
Table 4-26: Regression analysis- Attitude toward advertising and purchase intention ............................................................................................................................... 59
Table 4-27: Regression analysis- Attitude toward advertising and attitude toward brand image ............................................................................................................. 59
Table 4-28: Regression analysis- Attitude toward brand image and purchase intention ............................................................................................................................... 60
Table 4-29: Regression analysis- Attitude toward advertising and purchase intention via brand image-Thai ............................................................................................... 60
Table 4-30: Regression analysis- Attitude toward advertising and purchase intention via brand image-Taiwanese ..................................................................................... 61
Table 4-31: Regression analysis- Culture and purchase intention ............................. 61
Table 4-32: Summary table...................................................................................... 62

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