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Viriya Boonmuang. Study of consumer preferences and key factors affecting consumer behaviors toward electronic reading. Master's Degree(Marketing). Thammasat University. Thammasat University Library. : Thammasat University, 2015.
Study of consumer preferences and key factors affecting consumer behaviors toward electronic reading
Name: Viriya Boonmuang
keyword:
Electronic reading
LCSH:
Electronic books
-- Thailand
LCSH:
Electronic book readers
-- Thailand
LCSH:
Consumers' preferences
-- Thailand
Abstract:
This independent research of Study of consumer preferences and key factors affecting consumer behaviors toward electronic reading has been taken to focus on the issue of publishing industry in Thailand. This study is a contemporary topic in applied marketing and technology, having its purpose to help publishing industry to understand consumer characteristics and their preferences of receiving and purchasing electronic reading (e-books, e-magazines, online articles/content). Secondary research was gathered to study about current situation of publishing industry and electronic reading market in Thailand. Collected information came from public sources and websites, for example, library resources and technical services, public reports, news, Thai and international websites people visit searching for e-readings. Quantitative analysis was collected, started by conducting in-depth interviews, then key information was used for survey questionnaire, and was accomplished by surveying 386 respondents through online questionnaires. Statistical procedures were run in the Statistical Package for the Social Sciences program (SPSS) and used to summarize outcomes of this research. Key findings of this study that influence and affect consumer behaviors toward these electronic readings, can be able to provide consumer insights to publishers in Thailand to improve their industry by understanding e-reading trends and to be able to predict future publishing market
Thammasat University. Thammasat University Library
Address:
BANGKOK
Email:
preserv@tu.ac.th
Name: Hutton, James G.
Role:
advisor
Created:
2015
Modified:
2021-08-31
Issued:
2021-08-31
วิทยานิพนธ์/Thesis
application/pdf
eng
DegreeName: Master of Science
Level: Master's Degree
Descipline: Marketing
Grantor: Thammasat University
©copyrights Thammasat University
RightsAccess:
ใช้เวลา
0.027241 วินาที
Viriya Boonmuang
| Title | Contributor | Type |
|---|---|---|
| Study of consumer preferences and key factors affecting consumer behaviors toward electronic reading
มหาวิทยาลัยธรรมศาสตร์ Viriya Boonmuang | Hutton, James G. | วิทยานิพนธ์/Thesis |
Hutton, James G.