ปัจจัยที่ส่งผลต่อความไว้วางใจซึ่งทำให้เกิดการตัดสินใจซื้อสินค้าประเภทอัญมณีและเครื่องประดับผ่านช่องทางการถ่ายทอดสดเฟสบุ๊คไลฟ์ (Facebook Live) ของผู้บริโภคในประเทศไทย

Abstract

The objective of this research is 1) to study the factors related to trust 2) to study the trust that affects the decision to buy gems and jewelry products through Facebook Live channel of Consumers in Thailand Collected from a questionnaire by using online data of survey can collecting 384 questionnaire sets using multiple regression analysis. The results showed that the factors that the online social network marketing in the overall effect Trust, which causes the decision to buy gem and jewelry products through the channel of Live Facebook Live. With statistical significance at the level of 0.05 and found that factors affecting the social media market Affect trust, which causes the decision to buy gem and jewelry products through live channel Facebook Live. Of consumers in Thailand With statistical significance at the level of 0.05, including the five factors consisting of Entertainment, interaction, popularity, specificity and word-of-mouth marketing By all five aspects (Sig = 0.00) The correlation analysis of factors affecting marketing through Facebook Live Which affects the trust which causes the decision to buy gem and jewelry products of consumers in Thailand In general, Were significant related positively At 0.05 level