DECISION MAKING ON BUYING FASHION PRODUCTS VIA FACEBOOK BY THAI FACEBOOK USERS

Abstract

Thailand, the number of active Facebook users has been increasing; as a result, businesses are now attracting customers through Facebook. The aim of this study is to examine the decision-making on buying fashion products via Facebook by Thai Facebook Users. To answer the research questions of the study and to address the research problem, a primary quantitative research method. Participants in this study are 400 Facebook users in Thailand. A random sampling technique was used to obtain the participants for this study. The research instrument used in this study is questionnaire. The survey has been developed from literature review. The data collected from the surveys has been analyzed using statistic software. Data collected was entered into software and using descriptive statistics. Frequency tables were generated and then interpreted to analyze the results. The results found that Facebook has a significant impact on the purchase decision of fashion products.