The Factors Affecting Customers' Purchasing Behavior Through The TikTok Shop Application In Muang District, Chachoengsao Province.
Keywords:
Application, TikTok Shop, Online Consumer Behavior, Shopping DecisionAbstract
This study aimed to: (1) examine the demographic factors influencing customer purchasing behavior on TikTok Shop in Mueang District, Chachoengsao Province; (2) explore the platform usage factors affecting customer purchasing behavior; (3) investigate the decision-making factors in purchasing products through TikTok Shop; and (4) study the purchasing behavior of customers in this region. The population comprised residents of Mueang District, Chachoengsao Province, with a sample of 400 respondents selected through convenience sampling. A structured questionnaire was used as the data collection instrument, divided into four sections focusing on factors influencing purchasing decisions on TikTok Shop. Data were analyzed using descriptive statistics, including frequency, percentage, mean, and standard deviation.
The findings revealed that most respondents were female, aged 21–30 years, with a monthly income of 10,001–20,000 THB. They primarily worked as students, held a bachelor’s degree, and were single. Regarding the factors influencing behavior, platform usage elements were found to hold a moderate level of importance. These elements included the platform’s design, ease of use, comprehensive product and service information, engaging content creation, and data and transaction security.
Decision-making factors, such as the credibility of influencer posts on TikTok, positive and negative reviews, advertisement content, and overall purchasing decisions, received neutral responses from the respondents. When it came to purchasing behavior, most participants reported buying products through TikTok Shop 1–2 times per month, with an average spending of 500–1,000 THB per transaction. Beauty-related items were the most commonly purchased products, driven by the availability of diverse product options. Additionally, personal influencers played a significant role in shaping customers’ purchasing decisions.
References
Areerarat, S. (2018). Study of the influence of technology acceptance on the choice of Tik Tok application. https://www.mis.ms.su.ac.th/ MISMS01/PDF01/1617_20190522_p_101.pdf
Chatrongkakul, A. (2000). Consumer behavior. Thammasat University.
Chuaychunoo, P. (2016). Factors affecting consumer buying decisions about goods on social media. [Master’s thesis]. Thammasat University.
Cochran, W.G. (1953). Sampling for research. Sampling Techniques. Wiley.
Jungsamanukul, P. (2020). Regarding the elements of the TikTok application that create impulse purchases. [Master’s thesis]. Mahidol University.
Khanthajirawat, K. (2020). Subject: Study of behavioral factors and satisfaction of application users TikTok Thai and Chinese. [Master’s thesis]. Silpakorn University.
Kotler, P., & Keller, K. (2012). Marketing management (14th ed.). Pearson Prentice Hall.
Marketingoops. (2022). Revealing the 2022 trend insight: Thai people like “Entertainment,” creating opportunities for users, brands, and creators through TikTok. https://www.marketingoops.com/reports/shoppertainment-tiktok.
Serirat, S. et al. (1998). Consumer behavior. Pattanasuksa.
Singngen, N. (2021). On marketing strategies that affect the decision to purchase products through Facebook, Instagram, Line, Tiktok of Generation Y in Bangkok. [Master’s thesis]. Mahidol University.
Solomon, M. R. (1996). Consumer Behavior (3rd ed). Prentice-Hall.
Wanichbancha, K. (2001). Principles of Statistics (6th ed). Chulalongkorn University.
Wongmontha, S. (1999). Consumer behavior analysis. Diamond In Business World.
