Factors Influencing Purchasing Behavior Through Live Commerce.

Abstract

This research aimed to 1) study the motivational factors influencing consumers' decisions to purchase products via live stream selling, 2) investigate the satisfaction factors affecting repeat purchase behavior, and 3) examine consumer purchasing behavior via live stream selling. A questionnaire was utilized as the research instrument to collect data from a sample of 150 respondents via social media channels. From this initial group, 118 individuals with prior experience in purchasing products through live streams were selected for data analysis.

            The findings revealed that the majority of the respondents were female, aged between 20 and 29 years old, holding a bachelor's degree, currently studying, and earning an average monthly income of 15,000 to 30,000 THB. The most popular platform for live stream purchasing was TikTok Live, followed by Shopee Live and Facebook Live, respectively. Regarding the primary motivational factors influencing purchase decisions via live stream selling, consumers prioritized value for money as the most crucial factor, followed by the consistency of the received product's quality with its presentation during the live broadcast, and the speed of delivery. Furthermore, in terms of satisfaction affecting repeat purchase behavior, it was found that consumers experienced the highest level of post-purchase satisfaction. This satisfaction positively influenced their future behavioral intentions, with the sample group indicating the highest level of intention to repurchase products via live streams and an equally high willingness to recommend this purchasing channel to others.