ปัจจัยที่มีอิทธิพลต่อความตั้งใจซื้อสินค้าออนไลน์จากการใช้แอปพลิเคชัน Tiktok ในประเทศไทย

Abstract

The objectives of this research were to (1) study the level of perception of content marketing, use of technology, social influence and online product purchasing intention toward Tiktok application in Thailand and (2) study the factors influencing online product purchasing intention toward Tiktok application in Thailand, which is quantitative research and the survey was conducted from 400 people who have experienced using Tiktok application in Thailand. The data were analysis by frequency, percentage, mean, standard deviation and multiple regression analysis. The results of this research were found that most of the sample group were female, aged 15-24 years old with education of bachelor’s degree, most of them are students with an average monthly income about 10,001-20,000 Baht. The study of the level of perception of content marketing, use of technology, social influence, and online product purchasing intention was in a high level. Influencing factors for online product purchasing intention toward Tiktok application in Thailand were studied in this research containing content marketing, use of technology, and social influence which all these factors influenced on online product purchasing intention toward Tiktok application in Thailand. Recommendation from this research is entrepreneurs or people who interest in online business must try to provide clear, complete information, and explain the characteristic about products to be truthful. Also, they should show the actual usage experiences to customers to build credibility and encourage more intention for online product purchasing.