Influence of Visual Content Communication on Online Social Media Towards Purchase Intention of Hand-Woven Cotton Clothes Among Generation X Consumer

Authors

  • Raksina Suksud Faculty of Business Administration, Chiang Mai University
  • Narumon Kimpakorn Faculty of Business Administration, Chiang Mai University

Keywords:

Visual content communication, Social media, Purchase Intension, Hand woven cotton clothes, Generation X

Abstract

The study was aimed to explore the impact of social media visual content communication on Generation X consumer purchasing intention of hand-woven cotton clothes. The data was collected by online questionnaires from Generation X who have known or purchased clothing products. The 384 samples were selected by using a quota sampling method, 195 female sample and 189 male samples. Data were analyzed with mean, standard deviation and analysis of multiple regression.

The study found that Most of the respondents were female, aged 46 - 49 years old, with an income of less than or equal to 30,000 baht per month. The elements of visual content in social media that were most clearly perceived included Screenshots, Infographics, Memes, Product Images, Videos. As for the visual elements that are clearly perceived are product Images, videos and product illustration. In addition, the result of the multiple regression analysis found that the perception of visual content elements significantly affects the level of purchase intent, namely enjoyment from visual communication, product illustration, videos, infographics, comprehension from product visual communication, ease from funny meaningful visual communication, and credibility from infographic communication.

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Published

2023-08-28

How to Cite

Suksud, R., & Kimpakorn, N. (2023). Influence of Visual Content Communication on Online Social Media Towards Purchase Intention of Hand-Woven Cotton Clothes Among Generation X Consumer. Journal for Strategy and Enterprise Competitiveness, 2(5), 29–46. Retrieved from https://so07.tci-thaijo.org/index.php/STECOJournal/article/view/2772

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Section

Research Article