The key decision-making factors influencing Thai customers\' purchase intention via TikTok live shopping | |
| Author | Yimpakdee Rawisara |
| Call Number | AIT RSPR no.SM-23-03 |
| Subject(s) | TikTok (Electronic resource) Electronic commerce--Decision making--Thailand Social media--Decision making--Thailand |
| Note | A Research Study Submitted in Partial Fulfillment of the Requirements for the Degree of Master of Science in Business Analytics and Digital Transformation |
| Publisher | Asian Institute of Technology |
| Abstract | The current study aims to examine “The Key Decision-Making Factors Influencing Thai Customers’ Purchase Intention Via TikTok Live Shopping.” With the development of new technologies as well as social commerce platforms, consumer behavior constantly changes, and several online retailers are focusing on customer centric and serving customers’ needs. There are seven main key decision-making that affected Thai customers’ purchase intention on live stream via TikTok application. The first factor is “Trust” regarding the TikTok application’s security and privacy. The second factor is the Electronic Word of Mouth. Price, Perceived Usefulness, Perceived Ease of Use, Age, and User’s Digital Competence are the other five factors accordingly. Moreover, the researcher conducted mixed Methodology which includes both qualitative and quantitative methods to support each other to provide a better understanding of research problems and obtain richer details to the conclusion. The online questionnaires were distributed via an online platform and subsequently collected 405 samples from 442 respondents who live in Thailand the results were “Perceived Usefulness”, “Trust” and “Perceived Ease of Use” are the main key decision-making factors that are concerned. However, the qualitative data from 9 experienced shoppers via TikTok live shopping revealed that “Price”, “Trust” and “Perceived Ease of Use” are the main focus factors. The similarity and differences points of views from in-depth interviewees and online survey respondents have been complimentary lead to business benefits for New Startup companies or online retailers to enhance their service and their customer satisfaction. In terms of customer benefits, the improvement of online service enables customers to have more selections and better experiences via online shopping applications. |
| Year | 2023 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Science in Business Analytics and Digital Transformation (M/Msc BADT) |
| Chairperson(s) | Levermore, Roger |
| Examination Committee(s) | Zimmerman, Willi;Badir, Yuosre F.M. |
| Scholarship Donor(s) | Royal Thai Government (RTG) |
| Degree | Research studies project report (M. Sc.) - Asian Institute of Technology, 2023 |
 | |