การเปิดรับสื่อ ทัศนคติ และพฤติกรรมการซื้อผลิตภัณฑ์ Mark Tuan ของแฟนคลับ MEDIA EXPOSURE, ATTITUDE AND PURCHASING BEHAVIORS OF FANS TOWARDS MARK TUAN’S PRODUCTS

Abstract

This research aims to study media exposure, attitudes, and purchasing behaviors of Mark Tuan’s fans regarding his products, as well as the relationship between media exposure to Mark Tuan’s products and attitudes toward the products. Additionally, it examines the relationship between attitudes and purchasing behaviors of Mark Tuan’s fans. This is a quantitative research study employing a survey methodology with closed-ended questionnaires as the primary data collection tool. Data were collected through online questionnaires hosted on Google Forms and distributed via social media platforms, including the Facebook group "MARK TUAN THE OTHER SIDE." The sample consisted of 307 participants aged 18 to 60 who had been exposed to media and purchased Mark Tuan’s products.

The findings revealed that most respondents were female, with a monthly personal income ranging from 40,001 to 50,000 Baht. They were highly exposed to online media related to Mark Tuan’s products, with Instagram being the most frequently accessed platform. The overall attitude toward the products was highly positive, particularly regarding the product’s appeal and marketing promotions using renowned presenters.

Regarding purchasing behaviors, concert tickets were the most frequently purchased product, and there was a strong tendency to purchase new products by Mark Tuan in the future. Hypothesis testing showed that online media exposure was positively correlated with attitudes toward Mark Tuan’s products across all four dimensions and overall, with statistical significance. Moreover, attitudes toward Mark Tuan’s products were positively correlated with purchasing behaviors across various aspects, including music works, official goods, concert tickets, and overall behaviors, with statistical significance.