The Causal Factors Influencing Consumer Purchase’s Decision in TikTok Shop in Songkhla Province
DOI:
https://doi.org/10.55164/ecbajournal.v16i1.266294Keywords:
Trust, Celebrity Influence, Electronic Word of Mouth (E-WOM), Social Media Influence, Experiences, Purchase DecisionsAbstract
The research aimed to explore the factors of trust, celebrity influence, Electronic Word of Mouth (E-WOM), social media Influence, and experiences impact on consumer’s purchases in Songkhla Province when shopping on TikTok. The research applied purposive sampling method to gather data from 250 consumers who had purchased items from the TikTok shop. The research tool was a questionnaire, and Smart PLS technique was used to analyze the data through a partial least squares structural equation model (PLS-SEM Ver.4). The findings indicated that experiences, trust, Electronic Word of Mouth (E-WOM), and social media had a significant impact on the purchase decision of consumers in Songkhla Province when shopping on TikTok. However, celebrity influence did not influence the purchase decision in TikTok shop. The results of this research can be used for planning and developing strategies to increase the efficiency of online businesses.
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