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.