The influence of trust on the decision-making process of purchasing products through TikTok Live among undergraduate students in Mueang District, Songkhla Province.
Article Sidebar
Main Article Content
Abstract
This quantitative study aims 1) to study the level of decision to purchase products through TikTok Live, and 2) to study the influence of trust on the process of deciding to purchase products through TikTok Live among undergraduate students in Mueang District, Songkhla Province. Data was collected using a questionnaire from a sample group using stratified random sampling and purposive sampling methods from 400 people who had experience purchasing products through TikTok Live. The statistics used for data analysis included percentage, mean, standard deviation, correlation analysis, and multiple regression analysis.
The study found that: 1) The overall decision-making process for purchasing products through TikTok Live was at the highest level, with a mean of 4.45. When considering each aspect, purchase decision was ranked first, followed by evaluation of alternatives, post-purchase behavior, information search, and need recognition. 2) The multiple regression analysis showed that the seller explaining product details, not reviewing customer purchase history without permission, having multiple delivery channels, replacing damaged products, resending products if not received, and accepting returns for mismatched products were statistically significant factors.
Article Details
References
Dan J. K., Donald L. F., & Raghav R. H. (2008). A trust-based consumer decision-making model in electronic commerce: The role of trust, perceived risk, and their antecedents. Decision Support Systems, 44(2), 544-564.
Golembiewski, R. T., & McConkie, M. (1975) The centrality of interpersonal trust in Group processes. In C. L. Cooper (Ed.), Theories of Group Processes.
Heroleads Asia is Southeast Asia's leading performance marketing company. (2024). Why is TikTok so popular and important for business growth?. Retrieved June 21, 2024, from https://th.heroleads.asia/blog/tiktok-important-for-businesses/
Kaewviriyakitkuland, N., & Chaichotchuang, Y. (2023). Perception factors that affect intention of buying products of consumers in Bangkok :a case of tops online. Journal of MCU Ubon Review, 8(3), 209-218.
Kitbumrungrat, K. (2021). Factors affecting consumers’s decisions of goods on social media. Science and technology journal mahasarakham university, 41(1), 18-28.
Laksukthom, S. (2021). Motivation, trust, and characteristic of social commerce influencing purchasing decisions of gen-y consumers on apparels over Facebook live in Thailand. Degree of Master of Business Administration (Business Administration (Marketing). Srinakharinwirot University.
Manzil, L., & Vania, A. (2023). The Influence of Live-Streamers on Somethinc’s Purchase Intention at Tiktok Shop Mediated by Consumer Trust. Jurnal Informatika Ekonomi Bisnis, 5(1), 217-221.
Moody, P. (1983). Decision Managing: Proven Methods for Better Decision. Singapore: McGraw Hill Book Company.
Nattakan, K. (2016). Product and service purchasing behaviors of Shopee application’s users in Thailand. A Thesis for Master of Business Administration Management Sciences. Silpakorn University.
Office of Academic Promotion and Registration, Rajamangala University of Technology Srivijaya. (2024). Graduate Information. Retrieved from https://reg.rmutsv.ac.th/ruts/
Office of Academic Promotion and Registration, Songkhla Rajabhat University. (2024). Graduate Information. Retrieved from https://regis.skru.ac.th/RegisWebH5/main.php
Office of Academic Promotion and Registration, Thaksin University. (2024). Graduate Information. Retrieved from https://enroll.tsu.ac.th/public/newslist.jsp
Pichaikamonsil, J. (2020). Social media marketing and trust affecting shoes purchase decision through Facebook live of customers in Chiang Mai. Master of Business Administration in Business Administration. Maejo University.
Schiffman, L. G., & Kanuk, L. L. (2007). Consumer Behavior (9th ed.). Englewood Cliffs, NJ: Prentice-Hall.
Siritho, S. (2022). Service Quality Perception and Intention to Purchase through Live Shopping by Chinese Consumers. MUT Journal of Business Administration, 19(2), 109-130.
Srivilas, V., & Sakulkijkarn, W. (2019). Trust, advertising perception of social media and the quality of online applications influencing brand awareness and elderly purchase decision of consumer goods through online mobile applications in Bangkok metropolitan region. The 2019 National Academic Conference in Collaboration of 4 Institutions “NEW AGE IN SUSTAINABLE BUSINESS”. 362-372.
Stern, N. (1997). Promoting an effective market economy in a changing world. Centre for Economic Performance. London School of Economics and Political Science London: UK.
Surayotee, W., & Setthakorn, K. (2023). Factors of using online video media on YouTube that affecting the decision to buy products through influencers. Journal of Management Sciences, Songkhla Rajabhat University, 2(1), 1-11.
Thadhom, J. (2017). Social Media Marketing, Trust and Information System Quality Affecting Products’ Purchase Decision through Facebook Live of Online Customers in Bangkok. Master of Business Administration in Business Administration. Bangkok University.
Yamane, T. (1973). Statistics: An Introductory Analysis (3rd Ed.). New York: Harper and Row Publications.