Shopping center : development of communication design corresponding to consumer lifestyles by generation
| dc.contributor.advisor | Kullatip Satararuji | |
| dc.contributor.author | Sarot Lertpongworapun | |
| dc.date.accessioned | 2023-05-02T02:34:33Z | |
| dc.date.available | 2023-05-02T02:34:33Z | |
| dc.date.issued | 2019 | |
| dc.date.issuedBE | 2562 | th |
| dc.description | Thesis (Ph.D. (Communication Arts and Innovation))--National Institute of Development Administration, 2019 | th |
| dc.description.abstract | The purposes of this research aim to 1) examine the problem conditions and trends to media design of the shopping centers in response to the customer lifestyles in the digital age, and 2) to explore the causal influence of the communication design development of shopping centers to meet the customer lifestyles in the digital era by generation. The research is conducted by quantitative research by survey questionnaires with 349 samples of four generations and qualitative research by focus group interview with 16 interviewees in four groups classified by generation, and each group has four interviewees. From the study, it is found that from the quantitative research, the total 349 samples are stratified into four generations: 75 samples from Gen-B, 94 from Gen-X, 93 from Gen-Y, and 87. Most of the respondents are female (23.20%), graduated with a bachelor’s degree (63.04%), are office workers (45.85%), at the operational level (20.34%), have 15-year work experience (39.54%), gain more than 50,000 baht monthly (24.64%), and stay with 2-4 family members (59.89%). Regarding the factors influencing the communication design for shopping centers to meet lifestyle of consumers in different generations, it is found as follows: Consumers’ internet use behavior. Most consumers use social media or surf the internet, i.e. Facebook, Instagram, and Line the most at the fairly often frequency (𝑋��̅ = 4.99) Consumers’ opinions on the communication design of shopping centers: The attractive communication design agreed the most by consumers is “message in each advertising sign” that is interesting to raise familiarity and credibility 𝑋��̅ = 3.86) Consumers’ activities or routines. Most consumers always follow fashion trends and sometimes post them on Facebook, Instagram, Line, and Twitter. (40.97%). They usually go to shopping centers after work (84.24 %), on weekends (70.77%), and with 2-5 companions (87.68%), once a week (41.83%) the most. Consumers’ interest. Most consumers prefer a shopping center that offers a wide range of goods (𝑋��̅ = 4.11), ease of travel (𝑋��̅ = 4.06), and convenience (𝑋��̅ = 4.05) respectively. Consumers’ opinions on public relations of shopping centers. Most consumers agree that public relations of the shopping centers are inadequate 𝑋��̅ = 3.13) Consumers’ opinions on sales and activity management of shopping centers. Most consumers prefer shopping at shopping centers with cleanliness and convenience for buying goods (𝑋��̅ = 4.00), attractive atmosphere (𝑋��̅ = 3.97) and modern decoration (3.96). Besides, from the path analysis, it is found that demographic variable, customers’ shopping behaviors, consumers’ digital-media use behaviors, and consumers’ opinion on public relations and sales and activities management of shopping centers, have direct effect on consumers’ opinion on the communication design of shopping centers at a significant level of 0.05 and the effect size is 0.54, 0.12, and 0.18, respectively. However, demographic variable is found to have no effect on consumers’ opinion on the communication design of shopping centers. Besides, all of the 4 variables is found to be able to predict the media design at 55%. The measurement model is found to be congruent with the empirical data. | th |
| dc.format.extent | 163 leaves | th |
| dc.format.mimetype | application/pdf | th |
| dc.identifier.doi | 10.14457/NIDA.the.2019.112 | |
| dc.identifier.other | b208136 | th |
| dc.identifier.uri | https://repository.nida.ac.th/handle/662723737/6391 | |
| dc.language.iso | eng | th |
| dc.publisher | National Institute of Development Administration | th |
| dc.rights | ผลงานนี้เผยแพร่ภายใต้ สัญญาอนุญาตครีเอทีฟคอมมอนส์แบบ แสดงที่มา-ไม่ใช้เพื่อการค้า-ไม่ดัดแปลง 4.0 (CC BY-NC-ND 4.0) | th |
| dc.subject.other | Communication -- Social aspects | th |
| dc.subject.other | Consumption (Economics) -- Social aspects | th |
| dc.subject.other | SHOPPING CENTERS -- PLANNING | th |
| dc.title | Shopping center : development of communication design corresponding to consumer lifestyles by generation | th |
| dc.type | text--thesis--doctoral thesis | th |
| mods.genre | Dissertation | th |
| mods.physicalLocation | National Institute of Development Administration. Library and Information Center | th |
| thesis.degree.department | Graduate School of Communication Arts and Management Innovation | th |
| thesis.degree.discipline | Communication Arts and Innovation | th |
| thesis.degree.grantor | National Institute of Development Administration | th |
| thesis.degree.level | Doctoral | th |
| thesis.degree.name | Doctor of Philosophy | th |