ปัจจัยพยากรณ์ผลลัพธ์ความผูกพันในเฟซบุ๊กแฟนเพจบิวตี้บล็อกเกอร์

Authors

ผศ.ดร.บุหงา ชัยสุวรรณ, คุณอรสินี ตุลสุข

Published

วารสารนิเทศศาสตร์และนวัตกรรม นิด้า

Abstract

The objectives of the research are: 1) For study the correlation between
customer engagement behavior in facebook fanpage of beauty blogger and perceived
relationship benefits. 2) For study the correlation between customer engagement
behavior in facebook fanpage of beauty blogger and relationship outcomes of
customer engagement: satisfaction, trust, commitment, and loyalty. 3) For study the
correlation between perceived relationship benefits and relationship outcomes of
customer engagement: satisfaction, trust, commitment, and loyalty in facebook
fanpage of beauty blogger. 4) For study the influence predicting variable: customer
engagement behavior, perceived relationship benefits to relationship outcomes of
customer engagement via online questionnaire. The sample group is facebook fanpage
of beauty blogger members 404 samples. The finding indicates that the major of sample is female, age between 21-30
years old with Bachelor’s degree. Most of them are private company’s employees with
the average income of 15,001 – 25,000 Baht. They are a member of Pearyple facebook
fanpage; they like only 1 page mostly. The major of the sample visits facebook fanpage
1-3 times per week, within 6.01 PM – 12.00 AM. Most of them have a moderately level
of customer engagement behavior, a moderately level of perceived relationship
benefits, and most of them have a much level of relationship outcomes of customer
engagement.
For overall indication, the research was found that customer engagement
behavior is not a factor predicting relationship outcomes of customer engagement in
facebook fanpage beauty blogger but perceived relationship benefits is a factor
predicting relationship outcomes of customner engagemnent in facebook fanpage of
beauty blogger; this means anyone who create facebook fanpage beauty blogger,
he/she has to focus on the Instrumental benefits which fanpage member will receive.
Keywords: Customer engagement, Perceived Relationship Benefits, Relationship
Outcomes of Customer Engagement, Facebook Fanpage of Beauty Blogger.

(2562). ปัจจัยพยากรณ์ผลลัพธ์ความผูกพันในเฟซบุ๊กแฟนเพจบิวตี้บล็อกเกอร์. วารสารนิเทศศาสตร์และนวัตกรรม นิด้า, 5(1), 118-130.