Factors that influence the decision to buy products via online social networks of undergraduate students in Bangkok

Main Article Content

Bouvonluck Sanohkham

Abstract

This research aims to study the level of marketing mix, trust, characteristics of social media business and the decision to buy products through the social networks and compare the differences between personal factors and the decision to buy products through social networks and study the relationship between marketing mix, trust, characteristics of social media business and the decision to buy products through online social networks of undergraduate students in Bangkok. The sample group was 385 undergraduate students in Bangkok who used to buy products through social networks online. The research tools are questionnaires about the marketing mix, trust, the nature of social media business and the decision to buy products through social networks with confidence value 0.958 0.870 0.945 and 0.936 respectively. The statistical methods used were percentage, mean, standard deviation, analyze the t value, F value and the correlation coefficient by the Pearson formula. The results showed that undergraduate students in Bangkok who used to buy products through social networks had opinions about marketing mix, trust, and characteristics of social media business and the decision to buy products through social networks is at a high level The students with different gender have no different decision to buy products through social networks. The students with different years and the monthly income have different decision to buy products through social networks and found that the marketing mix, trust, and characteristics of social media business are related to the decision to buy products through social networks.

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