Factors Influencing the Frequency and Expenditure of Product Purchases via TikTok Among Residents of Nakhon Pathom Province

Abstract

This research aimed to 1) examine the influence of personal factors on the frequency and budget of purchasing products via TikTok among consumers in Nakhon Pathom Province, and 2) investigate the influence of marketing strategy factors on the frequency and budget of purchasing products via TikTok among consumers in Nakhon Pathom Province. The sample consisted of 400 individuals selected through convenience sampling. The research instrument was a questionnaire that was validated for both content validity and reliability. The statistical methods used for data analysis included percentage, mean, standard deviation, independent t-test, one-way analysis of variance (ANOVA), and multiple regression analysis. The findings revealed that 1) Regarding personal factors, there were statistically significant differences in the frequency of purchasing via TikTok based on education level, occupation, and average monthly income. For the purchasing budget, only education level showed a statistically significant difference. 2) Regarding marketing strategies, the frequency of purchasing via TikTok was influenced by price (b = 0.23), product (b = 0.18), and promotion (b = 0.15), respectively. The model accounted for 43.0% of the variance and can be expressed in the following equation Y1=1.28**+0.18 X1**+-0.23X2**+0.13X3+0.15X4 3) The purchasing budget via TikTok was influenced by product (b = 0.23), price (b = 0.20), and ordering and delivery channels (b = 0.13), respectively. The model accounted for 48.4% of the variance and can be expressed in the following equation Y2=1.42**+0.23 X1**+-0.20X2**+0.13X3*+0.08X4