Factors Influencing Clothing Purchases Among Consumers in Chanthaburi Province Through The Department Store's Facebook Live Broadcast Channel

Abstract

This research aimed to examine the differences in demographic factors (gender, age, education, and income) and online marketing mix factors (such as distribution channels, marketing promotion, personal service, and privacy protection) affecting consumers' purchasing decisions for clothing through Facebook Live broadcasts of department stores in Chanthaburi Province. A quantitative research approach was employed, with 385 consumers selected via convenience sampling. Inferential statistics such as T-test, F-test, and multiple regression analysis were used. Results revealed that age and personal service significantly influenced purchasing decisions, particularly among consumers aged 55 and above. Additionally, privacy protection and marketing promotion positively impacted purchasing behavior. The findings provide practical implications for improving online marketing strategies and enhancing customer satisfaction. marketing strategies and enhancing customer satisfaction.