The Influence of Trust and Social Media Marketing on Clothing Purchases through Facebook
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Abstract
Buying clothes through Facebook is very popular nowadays. As a result, consumer behavior has changed. Trust building and social media marketing, therefore, is important for entrepreneurs to help influence consumer purchasing decisions. The objectives of this research were to: 1) study and compare demographic factors affecting clothing purchases through Facebook e-commerce system; 2) study the influence of trust on clothing purchases through Facebook e-commerce system; and 3) study marketing through online social media that affected clothing purchase decisions on e-commerce through Facebook channels. The sample group were 400 people, regardless of gender, who purchased clothes through the Facebook application at least once. The sample population were consumers aged from 18 years and over, living in Surat Thani province. Statistics used to analyze the data are mean, standard deviation, one-way ANOVA, and multiple regression analysis.
The results of the research revealed that: 1) the demographic variables were age, level of education, occupation and various average monthly incomes. 2) The influence of trust, was found to be reliability, communication and confidence. 3) Online social media marketing by word-of-mouth communication through electronic media entertainment, interaction, popularity, and specificity affected those consumers' decision with statistical significance at .05.
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