MEDIA EXPOSURE, ATTITUDE AND BEHAVIORAL INTENTION OF BANGKOK CONSUMERS TOWARDS ONLINE CRISIS MANAGEMENT OF BAR B Q PLAZA

Abstract

The present study of “Media Exposure, Attitude And Behavioral Intention Of Bangkok Consumers Towards Online Crisis Management Of Bar B Q Plaza” investigated Bangkok consumers’ media exposure, attitudes towards online crisis management of Bar B Q Plaza, and behavioral intention, also studied was the relationship between media exposure and attitude toward online crisis management of Bar B Q Plaza and the relationship between attitude towards online crisis management of Bar B Q Plaza and behavioral intention. Quantitative method using survey approach was used to collect data from 280 respondents

Majority of the samples are female, age between 26 and 25 years old, who are mostly employees of private companies. Most had experience using Bar B Q Plaza services. In terms of media exposure about online crisis management of Bar B Q Plaza, most of the media that they were exposed to were online news from news media organizations. As for overall attitude towards online crisis management of Bar B Q Plaza, results show highly positive attitude and intention to continue using services Bar B Q Plaza at the level of high intention.

The results of hypothesis testing reveal that, For Hypothesis 1, there is no difference of media exposure Bangkok consumers with different demographic background. It was revealed that Bangkok consumers have different exposure to specialized media about online crisis management of Bar B Q Plaza. Business owners or self-employed persons aged 18-25 years old are more exposed to specialized media. For those who are aged 26-35 years old are employed by private companies are more exposed to public media. For Hypothesis 2, the overall media exposure is positive related with attitudes towards online crisis management of Bar B Q Plaza. As for Hypothesis 3, Bangkok consumers’ attitude towards online crisis management of Bar B Q Plaza is positive related with behavioral intention at the high level.