Technology Acceptance and Marketing Communication Affecting the Decision to Buy Fashion Clothes via Facebook Live of Consumers in Nonthaburi Province

Abstract

          This research article aimed to 1.study personal factors, 2.study the technology acceptance factors and 3.study the marketing communication factors affecting the decision to buy fashion clothes via Facebook Live of consumers in Nonthaburi Province. The population included Facebook users who used to buy various fashion clothes via Facebook Live in Nonthaburi of which the exact number was unknown. The sample included 400 people. The research instrument was a questionnaire. The statistical tools used in the research were frequency, percentage, mean, standard deviation, t-test, F-test (One-Way ANOVA) and multiple regression analysis.

           The results of the research revealed that the majority of respondents were female, age 21 to 30 years, single status, bachelor’s degree, private company employees, average monthly income 10,001-20,000 baht. The technology acceptance overall was at a high level. An analysis of marketing communication data affecting buying decisions revealed that it was overall at a high level. Hypothesis testing did not show that a gender as a personal factor had an impact on buying decisions, while other aspects affected them. The technology acceptance factor affected the buying decisions; and the marketing communication factors such as public relations and interactive communication had no impact on the decision in the fashion clothes buying via Facebook Live of consumers in Nonthaburi Province.