Lifestyle and Social Media Marketing Influencing Art Toy Collectibles Purchasing Intention of Consumers in Bangkok Area

Abstract

This research aims to study 1) Lifestyle factors influencing purchasing intention; and 2) Social media marketing factors influencing purchasing intention of art toys among consumers in Bangkok area. The sample consisted of 385 Bangkok consumers, purchasing art toys, selected through accidental sampling with the Cronbach’s alpha of 0.983. Data was collected using a questionnaire, and statistical analysis methods including multiple regression analysis. The findings of this study showed that 1) Lifestyle in terms of leader, follower and adopters significantly influenced purchasing intention for art toys among Bangkok consumers, with correlation coefficients ranging from 0.814 to 0.954, a multiple correlation coefficient (R) of 0.873, and a predictive coefficient (R²) with a cumulative predictive power of 76.30%; 2) Social media marketing  regarding trendiness, customization and entertainment influenced purchasing intention of art toys among Bangkok consumers at the 0.05 level, with coefficients between 0.850 to 0.950, a multiple correlation between coefficient (R) of 0.890, and a predictive coefficient (R²)  indicating a total predictive power of 79.10%;