ปัจจัยและสื่อกลางที่เป็นตัวกำหนดของความตั้งใจซื้อผ่านการใช้โซเชียลคอมเมิร์ซ
คำสำคัญ:
ผลกระทบทางตรงและทางอ้อม, ตัวแปรกำกับ, โซเชียลคอมเมิร์ซ, โซเชียลเน็ตเวิร์คบทคัดย่อ
โซเชียลคอมเมิร์ซกำลังได้รับความนิยมเพิ่มขึ้นเรื่อยๆ โดยโซเชียลคอมเมิร์ซถือเป็นรูปแบบหนึ่งของ
อิเล็กทรอนิกคอมเมิร์ซที่มีการใช้เว็บโซเชียลเน็ตเวิร์คเป็นแพลตฟอร์มในการทำธุรกิจติดต่อซื้อขาย จึงมีความสำคัญ
อย่างยิ่งที่ผู้ประกอบธุรกิจที่เกี่ยวข้องกับโซเชียลคอมเมิร์ซและนักวิชาการที่ศึกษาเกี่ยวกับโซเชียลคอมเมิร์ซจะต้อง
เข้าใจถึงปัจจัยต่างๆ ที่ส่งผลต่อความตั้งใจซื้อผ่านโซเชียลคอมเมิร์ซ ในการศึกษานี้ได้นำเสนอโมเดลของปัจจัย
ที่ถูกรวบรวมมาจากการศึกษาในอดีตที่ทำการศึกษาเกี่ยวกับผลกระทบเชิงเหตุผลและอิทธิพลของตัวแปรกำกับที่มีต่อ
ความตั้งใจซื้อผ่านโซเชียลคอมเมิร์ซ โดยโมเดลถูกวิเคราะห์และพัฒนาขึ้นมาจากข้อมูลของกลุ่มตัวอย่างคือผู้ใช้งาน
โซเชียลคอมเมิร์ซ จำนวน 399 คน ประโยชน์ในเชิงทฤษฎีของการศึกษานี้มีสามด้านด้วยกันคือ ข้อมูลเชิงลึกเกี่ยวกับ
ผลกระทบทางตรง ทางอ้อมและผลกระทบโดยรวม การศึกษาปัจจัยทางสังคม และการศึกษาผลกระทบของตัวแปร
ต่างๆ อาทิเช่น เพศ อายุ ประสบการณ์ในการใช้งานโซเชียลคอมเมิร์ซ ผลลัพธ์ในครั้งนี้ได้ยืนยันผลการศึกษาในอดีต
อีกทั้งยังได้นำเสนอผลการศึกษาใหม่ๆ อีกด้วย
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บทความที่ลงตีพิมพ์ในวารสารวิชาการบริหารธุรกิจ สมาคมสถาบันอุดมศึกษาเอกชนแห่งประเทศไทยต้องเป็นบทความที่ไม่เคยได้รับการตีพิมพ์เผยแพร่ หรืออยู่ระหว่างการพิจารณาตีพิมพ์ในวารสารอื่นๆ การละเมิดลิขสิทธิ์เป็นความรับผิดชอบของผู้ส่งบทความโดยตรง
