ปัจจัยเชิงสาเหตุที่มีอิทธิพลต่อความตั้งใจซื้อสินค้าไลฟ์สไตล์ผ่านช่องทางไลฟ์สตรีมมิ่งในกรุงเทพมหานคร

Samkhan   Rojanathavorn; Shixin Zhao; Rassamee  Onpreeda; Romchat  Chantranugul; Yingcharoen  Boonyang

doi:10.60027/iarj.2026.e293056

Authors

Samkhan Rojanathavorn Rattana Bundit University, Thailand https://orcid.org/0009-0006-3828-3036
Shixin Zhao Rattana Bundit University, Thailand https://orcid.org/0009-0001-4617-671X
Rassamee Onpreeda Rattana Bundit University, Thailand https://orcid.org/0009-0008-5659-4131
Romchat Chantranugul Rattana Bundit University, Thailand https://orcid.org/0009-0003-7580-5890
Yingcharoen Boonyang Rattana Bundit University, Thailand https://orcid.org/0009-0003-7138-3467

DOI:

https://doi.org/10.60027/iarj.2026.e293056

Keywords:

Online Influencers, Consumer Satisfaction, Purchase Intention, Live Streaming

Abstract

Background and Aims: In the digital era, consumer behavior is rapidly shifting in response to technological trends. Livestream commerce has become a prominent channel. When it comes to online purchasing decisions, two key factors play a crucial role: the influence of online influencers and consumer satisfaction. Therefore, this research aims to examine the influence of online influencers and consumer satisfaction on the purchase intention of lifestyle products via live streaming channels in Bangkok.

Methodology: A quantitative research methodology was employed, collecting data from 499 consumers in Bangkok who had either experienced purchasing or intentions of purchasing lifestyle products through live streaming. Data were gathered using an online questionnaire and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS software.

Results: The findings revealed that online influencers have both direct and indirect effects on consumers' purchase intentions of lifestyle products via live streaming, with consumer satisfaction partially mediating these relationships. The causal relationship model significantly explains consumer behavior and can effectively serve as a guideline for developing online marketing strategies to enhance marketing performance through live streaming channels.

Conclusion: Consumer satisfaction serves as a catalyst that amplifies the impact of online influencers, translating their influence into concrete purchasing decisions. This insight contributes to the development of livestream marketing strategies that emphasize delivering “positive and instantly tangible experiences” to consumers. A key component of this approach is fostering meaningful interaction between influencers and consumers, which directly enhances satisfaction. Moreover, this study helps bridge existing academic gaps by addressing the increasingly complex nature of modern consumer behavior in the digital era.

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