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Factors Affecting Purchase Intention of TikTok Social Commerce in Thailand |
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| รหัสดีโอไอ | |
| Creator | Chanin Taeratanachai |
| Title | Factors Affecting Purchase Intention of TikTok Social Commerce in Thailand |
| Contributor | Chanatip Lekhskul |
| Publisher | University of the Thai Chamber of Commerce |
| Publication Year | 2569 |
| Journal Title | Journal of Family Business and Management Studies |
| Journal Vol. | 18 |
| Journal No. | 1 |
| Page no. | 171-188 |
| Keyword | TikTok, Social Commerce, Purchase Intention, Social Support, Platform Quality, Relationship Quality |
| URL Website | www.fbmsjournal.com |
| Website title | fbmsjournal |
| ISSN | 2821-9643(online) |
| Abstract | This quantitative study explores the impact of social support, platform quality, and relationship quality on the purchase intentions of TikTok users in social commerce. Utilizing a 5-point Likert scale questionnaire, the analysis employs descriptive and inferential statistics, including frequency, standard deviation, Pearson correlation, and multiple regression, on a robust data set of 825 valid responses from the Thai TikTok user base. Findings indicate TikTok's significant influence on consumer purchase intentions, with social support identified as non-significant. The insights offer actionable guidance for refining TikTok commerce strategies, emphasizing the improvement of platform quality and relationship quality. This research contributes substantively to academic discourse and provides practical implications for optimizing TikTok commerce strategies. |
