The Influences of Digital Media That Affect the Deciding to Purchase Products Via Online Media of High School Students

Abstract

This research aims to study; 1) Behaviors that digital media and 2) Influences of digital media that usage and the digital literacy of affect the deciding to purchase products via online media of High School students.; qualitative research. This study used a mixed methods research, The qualitative data was collected by in-depth interviews with a purposive sampling of 14 students of high school by purposive sampling.  The quantitative data was collected by a five-point scale for 20 items with Cronbach's Coefficient Alpha = 0.85. Research instruments were the document analysis, interview form and fieldnote. Typological analysis was used to analyzed qualitative data. Descriptive data analysis is the process of summarizing and interpreting the characteristics of the data. The statistical methods used in this study include content analysis, mean, and standard deviation.

The results showed that; 1) The majority was male (78.57%). Shopee was the online social media and social networking service most often used for shopping and Fashion products were most frequently purchased. Goods were bought at an average of two to three times monthly, for average prices lower than 500 Thai baht. 2) Most students received the information and advertisements via Facebook the most. Furthermore, Instagram and TikTok were also considered. Thus, In the study of marketing factors that affect buying behavior in shopping through online media that market factors affecting the media used to buy goods of the consumer, including the product and the price. The market factors that affect the frequency of purchase of the consumer, including the people, product, price, promotion, place, process and physical evidence. were influential in decreasing order of importance. The findings may help online entrepreneurs develop or improve sales plans.