Factors Affecting Purchase Intention of Used Car Customers via Facebook in Bangkok

บทคัดย่อ

This study investigates the factors influencing Bangkok residents’ intentions to purchase used cars through Facebook, with particular emphasis on the roles of perceived quality, perceived price, and perceived value. Given the uncertainty and information asymmetry commonly associated with used-car purchases, this research examines how these perceptions shape consumer purchase intention in the context of social media marketplaces. Quantitative data were collected from 400 respondents in Bangkok and analyzed using SPSS through multiple regression and correlation analyses. The findings reveal that perceived quality has a strong positive effect on perceived value (β = 0.863, Adjusted R² = 0.744, p < 0.001), while perceived price also significantly influences perceived value (β = 0.809, Adjusted R² = 0.654, p < 0.001). In addition, perceived price positively affects perceived quality (β = 0.667, Adjusted R² = 0.444, p < 0.001). Perceived value was found to be the strongest predictor of purchase intention (β = 0.942, Adjusted R² = 0.887, p < 0.001). Furthermore, mediation analysis based on Baron and Kenny’s (1986) approach confirmed that perceived value partially mediates the relationships between perceived quality and purchase intention, as well as between perceived price and purchase intention. The results suggest that consumers evaluate used cars not only based on price and vehicle condition, but also through trust signals, presentation quality, and overall value perceptions conveyed via Facebook advertising. These findings contribute to a deeper understanding of consumer behavior in online used-car markets and provide practical implications for businesses seeking to enhance customer trust and purchase intention in developing digital economies such as Thailand.