FACTORS INFLUENCING TIKTOK SHOP BUYING BEHAVIOR OF CONSUMERS IN BANGKOK

Author(s) :

Narumon Chomchom
College of Innovation and Management, Suan Sunandha Rajabhat University

Kasititorn Assawapongvanich
College of Innovation and Management, Suan Sunandha Rajabhat University

Arpaporn Phokajang
College of Innovation and Management, Suan Sunandha Rajabhat University

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Abstract :

The study of factors influencing TikTok shop buying behavior of consumers in Bangkok was the survey research aimed to 1) study TikTok shop buying behavior of consumers in Bangkok, and 2) study the factors influencing TikTok shop buying behavior of consumers in Bangkok. The sample group was 400 consumers in Bangkok who have buying behavior on the internet calculated by using a deviation value of 5% at a 95% level of significance. Data was gathered by using the questionnaire, and data was analyzed by using the package software.The findings revealed that; most of them were female at the age of 26-30 years old, achieved a Bachelor's Degree, worked as a private employee, received 20,001-30,000 baht monthly; surfed on the internet every day, shopped from 20:01 hrs. to 24:00 hrs., 1-3 times per month, 501-1,000 baht per time, 1-3 items per time, type of skincare or cosmetic, influencer of buying behavior was themselves, and choosing payment method by internet banking; emphasizing the marketing mix factors at a high level (x ̅ = 3.85); and emphasizing the enjoyment factors at a high level (x ̅ = 4.13). The first hypothesis testing revealed that the marketing mix factors : 1) Product 2) Price 3) Place and 4) Promotion have an association with the TikTok shop buying behavior of consumers in Bangkok at a significance level 0.05, and the second hypothesis testing revealed that the enjoyment factors : 1) Cognitive Enjoyment and 2) Affective Enjoyment have an association with the TikTok shop buying behavior of consumers in Bangkok at a significance level 0.05.

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