FACTORS AFFECTING CONSUMER BUYING DECISIONS ABOUT GOODS ON SOCIAL MEDIA IN BANGKOK

Abstract

The objective of this research is to study consumer behavior in shopping through social media in Bangkok. To analyze the demographic factors that influence purchasing decisions through social media. And to analyze the factors of marketing mix influencing purchasing decisions through social. The sample is a group of 400 people who used to shop through social media in Bangkok. Data were collected using online questionnaires. The statistics used for data analysis are Descriptive statistics, Independent Sample t-test, One-way ANOVA and Multiple Regression. The research results were showed as follows:

Most of the respondents were female, age between 26-33 years, single status, working as a private company employee, bachelor’s degree as highest, and have an average monthly income at 10,001-20,000 baht. The social media that consumers use the most to shop for products is Facebook, the most frequently purchased items are fashion items, buying products 2-3 times a month, the average amount spent on each purchase is less than 1,000 baht.

Consumers with different demographic factors were gender, age, education level, occupation and average monthly income. There are no different decisions to shopping through social media. The 7 factors of the marketing mix (product, price, place, promotion, people, process, physical) all affect the shopping through social media.