ปัจจัยเชิงสาเหตุที่มีอิทธิพลต่อการตัดสินใจของผู้บริโภคกลุ่ม Millennials ซื้อสินค้าผ่านช่องทาง เฟซบุ๊ก ไลฟ์

Abstract

The purpose of this research was to study causal factors influencing purchase decisions via Facebook Live of Gen Millennials. The data were collected via survey questionnaires from a group of 400 individuals, age between 18-34 years old, having experiences buying online products. The data analysis were designed to measure multiple variables affecting purchase decisions via Facebook Live in a simulated scenario and Multiple Regression Analysis. The result showed that consumers’ positive perception towards online technology correlated with consumer's attitude equal to 0.443 (R² = 44.3%). Factors affecting purchase decisions via Facebook Live of Gen Millennials  were Trust in the online marketing system,  Experiences, Trendiness, and Interaction. The calculated correlation results were 0.141, 0.437, 0.147 and -0.106 respectively. The  predictive performance was 0.581 (R² = 58.1%). The results of the study showed that online entrepreneurs must develop good experiences for customers, create effective interactions