Factors of using online video media on YouTube hat affecting the decision to buy products through influencers

Main Article Content

Wasinee Surayotee
Kevalin Puangyoykeaw Setthakorn


This research is aimed to study the online media content video on Youtube that be effect to buying decision of customer and to study the dealing between behavior of customer’s buying decision to influencer moreover, the researcher studies credibility of influencer. The participants in this research were the male and female populations in Thailand who spent the time on online media on Youtube are 400 people

          From this research was found that the most of the participants were female, range of age is middle-ages approximately 25 – 34 years old, the education qualification of this participants were the bachelor degree or the comparative level, and average monthly income of 15,001 - 30,000 baht. Analysis of the dealing of media behavior revealed that most media exposure channels use smartphones the most. The highest time of using media is 20.01-24.00 the maximum time of using media is 1-2 hours. purchase product decisions. The content characteristics of the overall samples were at a high level, with the most recommendation content characteristics factors. Followed by entertainment and persuasion. And finally, the aspect that gives inspiration, respectively, is the level of purchasing decisions. Through brand and product influencers, the credibility of the sample group was at a moderate level, and the decision to suspend the purchase of products through the group's influencers

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How to Cite
Surayotee, W., & Puangyoykeaw Setthakorn, K. (2023). Factors of using online video media on YouTube hat affecting the decision to buy products through influencers. Journal of Management Sciences, Songkhla Rajabhat University, 2(1), 1–11. Retrieved from https://so06.tci-thaijo.org/index.php/mgt-skru/article/view/262050
Research Article


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