The Factor Influencing The Purchase Intention Of Live Streaming In Thailand
(1) Institute of sciense innovation and culture, Rajamangala Universitas of Technology Krungthep Bangkok, Thailand
(2) Institute of sciense innovation and culture, Rajamangala Universitas of Technology Krungthep Bangkok, Thailand
(*) Corresponding Author
Abstract
This study investigates the factors influencing the purchase intention of live streaming in Thailand. The theoretical foundation for the subsequent research is provided through a literature review covering relevant theories, such as the S-O-R model, social cognitive theory, and social interaction theory, including those on purchase intention, live streaming, marketing mix, influencers, social interaction, and content marketing—a total of 500 participants filled out the questionnaires. Content analysis and ANOVA were used to confirm the research hypotheses. The intention to purchase live broadcasts in Thailand was analyzed in depth through descriptive statistics, inferential statistics, correlation analysis, and regression analysis. The marketing mix, influencers' social interaction, content marketing, and consumer trust influence consumers' purchase intention. This study provides valuable insights for understanding live streaming purchase behavior in Thailand. It provides a reference point for practice and further research in related fields. The study's findings show that marketing mix, influencers, social interaction, content marketing, and trust all significantly affect Thai consumers' live-streaming purchase intention. Specifically, the factors of marketing mix, influencers, social interaction, and content marketing showed a positive relationship with purchase intention
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