Please use this identifier to cite or link to this item:
https://publication.npru.ac.th/jspui/handle/123456789/1916| Title: | Examining Factors Affecting Green Product Purchase Intention on TikTok Application |
| Other Titles: | การศึกษาปัจจัยที่มีอิทธิพลต่อความตั้งใจซื้อสินค้าผ่านแอปพลิเคชันติ๊กต็อกในบริบทสินค้าที่ เป็นมิตรต่อสิ่งแวดล้อม (Green product) |
| Authors: | Kluabmart, Nattanan Distanont, Anyanitha |
| Keywords: | TikTok online shopping Purchase intention Advertisement |
| Issue Date: | Jul-2023 |
| Publisher: | The 15th NPRU National Academic Conference Nakhon Pathom Rajabhat University |
| Series/Report no.: | Proceedings of the 15th NPRU National Academic Conference;398 |
| Abstract: | This research aims to study factors affecting Green Product Purchase Intention on TikTok Application. The research framework applied the technology acceptance model (TAM) principles and green marketing mix theory. The researcher could summarize it as a conceptual framework namely 1) TikTok Characteristics 2) TikTok Advertisements 3) Green Marketing mix 4) Perceive Usefulness 5) Perceive Ease of Use and 6) Green Product Purchase Intention. The sample group was a group of TikTok users who live in Thailand, 400 samples were collected by an online questionnaire and analyzed by exploratory factor analysis (EFA). Results were that factors affecting green product purchase intention included: 1) TikTok Characteristics 2) TikTok Advertisements 3) Green Marketing mix 4) Perceive Usefulness and 5) Perceive Ease of Use |
| URI: | https://publication.npru.ac.th/jspui/handle/123456789/1916 |
| ISBN: | 978-974-7063-43-1 |
| Appears in Collections: | Proceedings of the 15th NPRU National Academic Conference |
Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.