THE IMPACT OF SOCIAL MEDIA INFLUENCES, ONLINE MARKETING, AND WEBSITE FEATURES ON CONSUMER AND THEIR PURCHASE INTENTIONS TOWARD E-COMMERCE BUSINESS IN BANGKOK

Abstract

This study aims to explore the impact of the factors that influence consumer's purchase intention. The three independent variables of this study are social media influence, online marketing, and website features. The sub-variables of social media influence factors include brand recognition, brand trust, and engagement level. The sub-variables of online marketing include impact on brand perception, trustworthiness of review, and likelihood to make a purchase. The sub- variable of website features include influence on decision-making, navigation ease, and transaction convenience. The dependent variable of this study is the consumer’s purchase intention. Quantitative research was used for the research data collection. A total of 400 respondents, responses were collected through convenient sampling, which included 171 males, 227 females, and 2 others who are residents of Bangkok. The data was collected through an online questionnaire for the respondents. For the demographic data, multiple choice questions were used, and regarding dependent and independent variable questions a five-point Likert scale was used. In this research study, the data analysis methods used were descriptive statistics and multiple linear regression analysis. The hypothesis results Social media influence factors, Brand recognition and Brand trust have significance towards purchase intention. Online marketing factors, Impact on brand perception and Trustworthiness of review have significance towards purchase intention. Website feature factor, Influence on decision making, Navigation ease and Transaction convenience have significance towards purchase intention.