The Trust in Buying Products via Online Social Media of Students at Chiang Rai Rajabhat University
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Abstract
This quantitative study was aimed to investigate the trust in buying products via online social media of students at Chiang Rai Rajabhat University. The samples were 350 consumers who had experience in buying products via online social media. The questionnaire was used in data collection. The descriptive statistics used in analyzing the data were frequency, percentage, mean, standard deviation while inferential statistics were One-Way ANOVA
The hypothesis testing indicated that consumers buying products via online social media when they were using online social media with different time span, this showed different level of the consumer’s trust on online business preference, security in purchase transaction, and communication. Different frequencies in buying products via online social media showed different level of consumer’s trust on online business preference. Different amount of money in each purchase showed different level of consumer’s trust on quality of product information. Different payment channels showed different level of the consumer’s trust on online business preference, security in purchase transaction, and communication, and quality of the project