Factors influencing buying decision in gift shops via Instagram of secondary school students in Bangkok
Abstract
The purpose of this research was to study the influences of marketing mix from
consumer's perspectives, trust and characteristics of social commerce on buying
decision in gift shops via Instagram application among secondary school students in
Bangkok. Conceptual framework was based on the concepts and theory of marketing
mix from consumer's perspectives, trust and characteristics of social commerce.
Simple random sampling technique was applied to select 400 consumers who
were secondary school students in Bangkok and have bought products from gift shops
via Instagram application before answering self-reported questionnaire. Data were
analyzed by Pearson correlation coefficient analysis, factor analysis and multiple
regression analysis.
Research findings revealed that marketing mix from consumer’s perspectives factors
was convenience, trust factor was caring communication and characteristic of social
commerce factors were safety information quality and word-of-mouth referrals had
influences on buying decision in gift shops via Instagram application of secondary school
students in Bangkok. These results implied that factors mentioned above had influences
on buying decision in gift shops via Instagram.