Customers’purchase decision on facebook application

Abstract

The purpose of this study were to study and investigate whether factors of marketing mix, technology acceptance, and advertising affect to customers’ purchase decision on Facebook or not. The sample group used in this quantitative research was 400 samples from the population of Bangkok by using purposive sampling method. The questionnaire was used as a study tool, the statistics used for analysis included percentage, mean, standard deviation, and Multiple Regression Analysis. The results showed that marketing mix, technology acceptance, and advertising affected to consumers’ purchase decision on Facebook application at the statistical significant level of 0.05.