Factors positively affecting purchase intention of product(s) or service(s) of Facebook users at Lumpini park in Bangkok

Abstract

This research was aimed to study the independent factors positively affecting purchase intention of product(s) or service(s) of Facebook users at Lumpini Park in Bangkok. Those independent factors were feature use, privacy concern, informative & entertainment, invasiveness, avoidance, perceive personalization, information seeking and ads aesthetic toward purchasing intention of product(s) or service(s) of Facebook users at Lumpini Park in Bangkok. Total sample of 220 Facebook users collected with survey questionnaire in Lumpini Park, Bangkok. The majority of respondents were females and single, age between 19 – 29 years old, had bachelor degrees, which range salary between 15,001 – 30,000 Baht per month and most of them were students, they spent time on social network 2 – 6 hours per day, they shopped online at least once a month and spent not over than 500 Baht. The data set utilized descriptive statistics and multiple regression analysis. The researcher found that perceive personalization (B = 0.355), information seeking (B = 0.304), ads aesthetic (B = 0.257), and feature use (B = 0.216), accounted for 56.7% positively affecting purchasing intention of product(s) or service(s) of Facebook users at Lumpini Park in Bangkok with statistical significant at .01.