Experiential Marketing with Virtual Reality Technology for Customer Condominium Purchase Intention
การตลาดเชิงประสบการณ์ด้วยเทคโนโลยีความจริงเสมือน ต่อความตั้งใจซื้อคอนโดของผู้บริโภค
by Nattawat Koonanaksin
Title: | Experiential Marketing with Virtual Reality Technology for Customer Condominium Purchase Intention การตลาดเชิงประสบการณ์ด้วยเทคโนโลยีความจริงเสมือน ต่อความตั้งใจซื้อคอนโดของผู้บริโภค |
Author(s): | Nattawat Koonanaksin |
Contributor(s): | NIDA. The Graduate School of Communication Arts and Management Innovation |
Advisor: | Pornpun Prajaknate |
Degree name: | Master of Arts (Communication Arts and Innovation) |
Degree level: | Thesis |
Degree discipline: | Master of Arts (Communication Arts and Innovation) |
Degree grantor: | National Institute of Development Administration |
Issued date: | 8/9/19 |
Publisher: | NIDA |
Abstract: |
The study of Experiential Marketing with Virtual Reality Technology for Customer Condominium Purchase Intention is aimed to 1) examines the perception of virtual reality experiential marketing, and 2) study the purchase intention of condominiums through intervention. The study used an experimental research methodology to study forty 26-year-old subjects who had 20,000-baht monthly income and worked in the field of business computer within the Bangkok area. The intervention used in the experiment included a virtual reality and a 2D video.
The research results show that the subjects in the experiment were mostly female (24 participants) with the undergraduate degree and worked in the private sector. The results of the hypotheses testing on the perception of experiential marketing in the five types of experiences - sensory, affective, cognitive, physical, and relation experiences - indicate a difference between the experimental group and the control group at a significance level of 0.05 in the sensory experience. Two distinct differences are found: the audio volume of the content on the condominium did not interfere with the usage (mean = 0.016); the ambient sound of the content created a sense of relaxation (mean = 0.003). No differences are found in other types of experiences.
Meanwhile, the experiment of virtual reality technology intervention indicates that the subjects in the experimental group who were exposed to virtual reality of the condo exhibited more purchase intention than the control group and that the purchase intention differs with different medium. The findings also show that those who were exposed to virtual reality would recommend their friends and family to see the VR of the condo rather than the video before making a purchase at a significance level of 0.05. |
Description: |
NIDA, 2018 |
Subject(s): | Computer Science
Social Sciences |
Keyword(s): | การตลาดเชิงประสบการณ์
ความตั้งใจซื้อ เทคโนโลยีความจริงเสมือน |
Type: | Thesis |
Language: | th |
Rights holder(s): | NIDA |
URI: | https://repository.nida.ac.th/handle/662723737/5060 |
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