本研究調查了影響泰國用戶通過 Twitter 之聯盟連結購買意圖的因素。一項深入的文獻回顧形成了一個綜合的概念框架，提出了影響聯盟連結購買意圖的六個因素：感知有用性、感知易用性、社會影響、信任、資訊以及感知風險。

本研究基於統一科技接受與使用理論（UTAUT）、科技接受模型（TAM）以及感知風險理論提出了相關假設進行探討。此外，本研究還通過基於機器學習的情緒分析方法，分析了泰國 Twitter 用戶的情緒反應。調查分析結果表明，信任是最顯著的因素，對泰國 Twitter 用戶通過聯盟連結的購買意圖具有正面影響。而情緒分析結果顯示，泰國 Twitter 用戶對聯盟連結的看法主要呈現負面態度。

通過拓展對泰國電子商務產業的理解，並提供來自 Twitter 的真實數據，本研究結果強調了在制定有效行銷策略時考量用戶情緒、態度以及信任度的重要性，尤其是在像 Twitter 這樣的社交媒體平台的情境下。

This research investigates the factors influencing purchase intention through affiliate links on Twitter among Thai users. An intensive literature review formulated a synthesized conceptual framework stating six factors influencing purchase intention via affiliate links: perceived usefulness, perceived ease of use, social influence, trust, information, and perceived risk.

This research proposed hypotheses under the Unified Theory of Acceptance and Use of Technology (UTAUT) model, the Technology Acceptance Model (TAM), and the Perceived Risk Theory to investigate. The research also explains the sentiment analysis of Twitter users in Thailand using a machine learning-based sentiment analysis method. The survey analysis found that trust is the most influential factor positively affecting Thai Twitter users' purchase intention through affiliate links. Sentiment analysis results suggest a predominantly negative perception of affiliate links among Thai Twitter users.

By expanding the understanding of the e-commerce industry in Thailand and providing authentic data from Twitter, the findings highlight the importance of considering user sentiments, attitudes, and trustworthiness in developing effective marketing strategies, particularly in the context of social media platforms like Twitter.

Thesis Validation Letter i
摘要 ii
Abstract iii
Table of Contents iv
Table of Figures vi
Table of Tables vii
CHAPTER 1 INTRODUCTION 1
1.1 Research Background 1
1.2 Research Structure and Research Objectives 5
CHAPTER 2 REVIEW OF LITERATURE 7
2.1 The situation in Thailand and E-commerce Industry 8
2.2 The prominent e-commerce platforms in Thailand and affiliate marketing 16
2.3 Twitter users and context in Thailand 21
2.4 Definition of Affiliate Marketing and Affiliate Link 25
2.5 Conceptual Framework 30
2.5.1 Unified Theory of Acceptance and Use of Technology (UTAUT) and Technology Acceptance Model (TAM) 32
2.5.2 Perceived Risk Theory 37
2.6 Factors Influencing Purchase Intention Through Affiliate Link 41
2.6.1 Perceived Usefulness 41
2.6.2 Perceived Ease of Use 43
2.6.3 Social Influence 45
2.6.4 Trust 47
2.6.5 Information 49
2.6.6 Perceived risk 50
2.7 Summary of Hypotheses 52
CHAPTER 3 RESEARCH METHODOLOGY 55
3.1 Research Design 55
3.1.1 Participants 56
3.1.2 Sample size 57
3.2 Research Instruments 59
3.2.1 Questionnaire design and coding 59
3.2.2 Pretest of Questionnaire 63
3.2.3 Web data extraction 66
3.3 Data Analysis 70
3.3.1 Survey Analysis 70
3.3.2 Sentiment Analysis 72
CHAPTER 4 ANALYSES AND RESULTS 77
4.1 Descriptive Analysis 77
4.1.1 Demographic variables 77
4.1.2 Independent and Dependent Variables 81
4.2 Reliability Analysis 90
4.3 Exploratory Factor Analysis (EFA) 94
4.4 Correlation Analysis 99
4.5 Hypotheses Testing 103
4.5.1 Multiple Linear Regression Analysis 103
4.6 Sentiment analysis 109
CHAPTER 5 CONCLUSION 120
5.1 Survey Analysis Discussion 120
5.2 Sentiment Analysis Discussion 133
5.3 Limitations 138
References 140
Appendix 151

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