Consumer's Perception and Attitude with Big Data of Social Commerce Business on Purchase Decision

Abstract

        The objectives of the research were to study the differentiation of consumer demographic perception, attitude, and purchasing behavior toward big data communication of social commerce business, and study predict purchasing decisions toward big data communication of social commerce business. The quantitative research by survey method from the online survey at .05 statistical significance level was introduced. A total of 400 sample size, 18 years old and upper living in Bangkok and Metropolitan region, who used to buy products or services at least once a month via Facebook or Instagram was collected. The study found that consumers with different demographic characteristics responded to perception and attitude via data big communication of social commerce business were not different. But for purchasing decisions, females had purchased products or services from social commerce more than males because social commerce business platform is not complicated and easy to reach and understand price and sale promotion factors. Difference careers also had a different purchasing decision on social commerce because of income, expense, and social status. Factors of perception and attitude on big data communication of social commerce business can predict the behavior of purchase decisions via social commerce was statistical significance at the level of .05.