Factors Affecting Generation Y’s Purchasing Decision via TikTok Application

Abstract

The objectives of this research article were to study (1) overview of purchasing decisions via TikTok application; (2) behavior of purchasing decisions via TikTok application of Generation Y group; (3) Demographic factors, marketing mix factors and technology acceptance factors which influence the purchase of generation Y over TikTok application. The population used in the study was consumers Generation Y who had decided to purchase products via TikTok application, a sample of 400 people, research tools are questionnaire. The statistics were analyzed by a distribution of frequency, percentage, mean, and standard deviation and using multiple regression analysis. The result of the study found that: most of the respondents were female, aged 29-34 years, on a basis monthly income of 15,000-25,000 baht, with a bachelor’s degree background, and being employed in private companies. Marketing mix factors affect the frequency of purchases decision via TikTok application. It was found that products factors there were a relationship in the same direction statistically significant at 0.01, and Marketing mix factors affect the cost of purchases decision via TikTok application. It was found that products factors there were a relationship in the same direction statistically significant at 0.05. Technology acceptance factor affects the frequency of purchasing goods through TikTok application found that recognizing useful have a significant opposite relationship at 0.10 and the relationship of technology acceptance factor affects the cost of purchasing goods through the TikTok application found that recognizing useful relationships with the opposite direction significantly at 0.05.