Factors Affecting the Purchasing Decision of Products from SMEs via Social Media Commerce in Thailand

Abstract

Research on Factors Affecting the Purchasing Decision of Products from SMEs via Social Media Commerce in Thailand, conducted a survey with the consumers who have purchased goods from SMEs in Bangkok and its vicinity via social media.  Analysis of different demographic factors affecting purchasing decision from SMEs via social media systems using t-test and One-Way ANOVA statistics found that male and female affect purchasing decisions from SMEs through different social media systems with statistically significant at the .05 level and found no different in age, occupation, and educational level. The usage behaviors and purchasing reasons had positive correlation with purchasing decision at moderate level.  While the social media use and the type of product had only low level of correlation meaning that they were not had important affect to the purchasing decision on social commerce. This may result from products sold through the system of small and medium enterprises that are analyzed, such as food, beverage, herbal products, clothing, accessories, decoration, souvenirs, and crafts. There are characteristics that meet the needs of women more than men. Therefore, in the next research, types of goods such as artifacts, auto accessories or various types of collectibles may be added to convey the desire to buy from more male customers.