Factors Influencing the Decision-Making Process for Clothing Purchases Made Through Live Streams on Mobile Applications Among Students in Supanburi Province

Abstract

This research consists purposes were 1. to study the acceptance of live streaming applications and their effect on the decision to purchase clothes online among students in Suphanburi Province and 2. to compare the factors in the decision-making process of purchasing clothes through live streaming channels on applications among student groups in Suphanburi Province categorized by demographic characteristics. This is a quantitative research study utilizing questionnaires as the research tool, with a sample size of 200 individuals derived using Taro Yamane's (1973) formula. The data collected from the questionnaires were analyzed using descriptive statistics, including percentages, mean values, and standard deviations. The research findings revealed that 1) Acceptance of live streaming applications that affect the decision to buy clothes online of students in Suphan Buri Province, it was found that the acceptance of the live broadcast application The level of opinion is high (x̅= 3.99) when considering the steps. The level of opinions in all 5 stages, arranged in order from highest to lowest, is as follows: Acceptance stage (x̅= 4.09), Awareness or awareness stage (x̅= 4.08), Experimental stage (x̅= 4.02), Interest stage (x̅= 4.01) and evaluation stage (x̅= 3.72) respectively and 2) results of comparing factors in deciding to purchase clothing through live broadcasting on applications among students in Suphan Buri Province. Classified according to demographic characteristics, it was found that the genders were different. Education is different There are factors in deciding to buy clothes through live channels on the application. Not significantly different. Different ages play a factor in deciding to buy clothes through live channels on the application. They are significantly different at the .01 level.