Search results for: Punrapha Praditpong

2 The Influence of Advertising Captions on the Internet through the Consumer Purchasing Decision

Authors: Suwimol Apapol, Punrapha Praditpong

Abstract:

The objectives of the study were to find out the frequencies of figures of speech in fragrance advertising captions as well as the types of figures of speech most commonly applied in captions. The relation between figures of speech and fragrance was also examined in order to analyze how figures of speech were used to represent fragrance. Thirty-five fragrance advertisements were randomly selected from the Internet. Content analysis was applied in order to consider the relation between figures of speech and fragrance. The results showed that figures of speech were found in almost every fragrance advertisement except one advertisement of several Goods service. Thirty-four fragrance advertising captions used at least one kind of figure of speech. Metaphor was most frequently found and also most frequently applied in fragrance advertising captions, followed by alliteration, rhyme, simile and personification, and hyperbole respectively which is in harmony with the research hypotheses as well.

Keywords: advertising captions, captions on internet, consumer purchasing decision, e-commerce

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1 The Study of Consumer Behavior towards Online Travel Agents in Purchasing Tourism Related Products and Services

Authors: Punrapha Praditpong, Surangkana Pipatchokchaiyo

Abstract:

The objectives of this study were to study the consumer behavior of the Baby boomers, the X & the Y generation towards Online Travel Agents in purchasing tourism-related products and services. The research methodology of this research used the quantitative study and the sample size consisted of 400 questionnaires in five districts of Bangkok. The data was analyzed by frequency, percentage, mean and SD. Moreover, all the hypotheses were tested by One-Way ANOVA and Pearson-Correlation statistics. The research findings were as follows: 1) There were significant effects to the purchasing decision making process towards purchasing tourism related products and services via OTAs; 2) There were different consumer behaviors from the Baby boomers, the X generation and the Y generation towards purchasing tourism related products and services via OTAs, which are explained in detail in finding. The research offers a discussion and presents some recommendations for the OTA websites.

Keywords: consumer behavior, online travel agent, x generations, y generations

Procedia PDF Downloads 265