The influence of trust on the decision-making process of purchasing products through TikTok Live among undergraduate students in Mueang District, Songkhla Province.
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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.
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