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dc.contributor.authorNunthita Prongsirikul
dc.date.accessioned2018-10-02T09:35:59Z
dc.date.available2018-10-02T09:35:59Z
dc.date.issued2017
dc.identifier.citationAssumption University-eJournal of Interdisciplinary Research (AU-eJIR) Vol 2. Issue 1en_US
dc.identifier.urihttp://repository.au.edu/handle/6623004553/21358
dc.description.abstractBTS Skytrain was known as a rapid transit system in Bangkok, the capital city of Thailand. There is an advertising establish in the Skytrain and in the station’s area. With an expansion and development of the BTS Skytrain for the highest used, most of the areas belong to BTS were used for advertisement purpose as there is people using BTS Skytrain more than 500,000 people per day. It can guarantee that the advertising shown in BTS Skytrain area will attract large amount of people. This study investigated that among three types of transit advertising provide in BTS Skytran area; in the station, on the surface of trains, and inside of the trains, which one is the most attractive and affect purchasing intention. In addition, the purpose of the study is to investigate that the transit advertising mentioned above can create customer awareness and increase an interest of the product or service advertised in the BTS Skytrain area. In this study, a questionnaire was used as a tool to collect the primary data. A total of 150 questionnaires were distributed and completed by the target populations who are Thai people that have been used BTS Skytrain even occasionally or daily. The data was analyzed by using descriptive statistics and the hypotheses tested use Multiple Regression and Anova. This research highlighted that transit advertising in the BTS Skytrain is a useful channel to distribute the information for product and service access by large group of customer. Moreover, advertising in BTS Skytrain area was found as an effective supporting tool either for service provider or product manufacturer to promote and create brand awareness to the customer using a benefit of the growth and expansion in BTS users.en_US
dc.format.extent6 pagesen_US
dc.format.mimetypeapplication/pdfen_US
dc.language.isoengen_US
dc.publisherDigital Production Press, Assumption Universityen_US
dc.rightsThis work is protected by copyright. Reproduction or distribution of the work in any format is prohibited without written permission of the copyright owner.en_US
dc.subjectPurchasing intentionen_US
dc.subjectSkytrainen_US
dc.subjectTransit advertisingen_US
dc.subject.otherAU-eJournal of Interdisciplinary Research (AU-eJIR)en_US
dc.subject.otherAU-eJournal of Interdisciplinary Research (AU-eJIR) -- 2017en_US
dc.titleTHE EFFECT OF ADVERTISING ON BTS SKYTRAIN TOWARDS PURCHASING INTENTIONen_US
dc.typeTexten_US
dc.rights.holderAssumption Universityen_US
mods.genreJournal Articleen_US
au.link.externalLink[Full Text] (http://www.ejir.au.edu/wp-content/uploads/2016/01/Paper_15_Vol_3.pdf)


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