Consumer Behavior and Attitude toward Social Media Affecting Repurchasing Intention Pet Products: A Case Study of Chonburi Province

Abstract

This study aimed to investigate (1) Consumer behaviors purchase pet (dog and cat) products through social media (Facebook, Instagram and Line). (2) Consumers’ attitudes toward online shopping through Facebook, Instagram and Line. (3) Consumers repurchase pet products via social media. (4) The relationship between consumers buying behaviors and repurchase pet products through social media. (5) The relationship between consumers’ attitude towards social media (Facebook, Instagram and Line). Data was collected by online survey from 200 respondents in Chonburi. The result of hypothesis test shown that  respondents who bought different pet products, having different reasons of purchase, and purchase different times, intend to repurchase via social media differently at statistical significant 0.05, 0.01, and 0.00 level, respectively. In addition, consumers’ attitude in terms of cognition and affection influence their repurchase intention via social media at statistical significant 0.00 level.