International Journal of Multidisciplinary Research and Growth Evaluation  |  ISSN (Online): 2582-7138  |  Double-Blind Peer Review  |  Open Access  |  CC BY 4.0

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International Journal of Multidisciplinary Research and Growth Evaluation

ISSN (Online): 2582-7138 | Open Access

Influence of Motivation and Confidence on Consumers' Purchase Decisions through Social Media: A Case Study in Thailand

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Volume: 6 | Issue: 3 | Pages: 493-501

Subject: Management

Country: Thailand

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Abstract

This study aimed to examine the relationships between consumer motivation, trust, and the purchase decision-making process through social media platforms among consumers in Nakhon Si Thammarat Province. The sample consisted of 400 consumers who had prior experience purchasing products via social media, with data collected using an online questionnaire. The data were analyzed using descriptive statistics—frequency, percentage, mean, standard deviation—as well as t-tests and one-way ANOVA. The results revealed that most respondents were female, held education levels below a bachelor’s degree, worked in the private sector, and earned between 15,001 and 25,000 baht per month. TikTok emerged as the most frequently used platform for online purchases. The primary motivational factors influencing purchasing behavior were document management and novelty, while service quality and brand image were the most emphasized trust-related factors. Within the purchase decision-making process, problem recognition and evaluation of alternatives were rated as the most important stages. Hypothesis testing showed that demographic factors had no significant effect on purchase decisions. However, surveillance motivation was significantly related to information seeking and evaluation of alternatives, while escape motivation influenced post-purchase behavior. Additionally, brand image negatively affected problem recognition, whereas information seeking had a positive effect on purchase decisions. Based on these findings, it is recommended that marketers prioritize TikTok-based marketing strategies by enhancing consumer motivation and trust through a focus on quality and brand image, thereby stimulating purchasing decisions through social media channels. 

How to Cite This Article

Chutikan Rattanawilai, Jintanee Ru-Zhue (2025). Influence of Motivation and Confidence on Consumers' Purchase Decisions through Social Media: A Case Study in Thailand . International Journal of Multidisciplinary Research and Growth Evaluation (IJMRGE), 6(3), 493-501.

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  1. 29. Althoughmanyconsumersdonotimmediatelyfinalizepurchasesviasocialmedia, theseplatformsserveasvitaltoolsforinformationseekingandbrandengagement. Giventhesteadyexpansionofsocialmedia-basedpurchasing, thisstudy-focusingontherelationshipbetweenconsumermotivationandtrustinthepurchasedecision-makingprocessviasocialmediaamongconsumersin Nakhon Si Thammarat Province-holdssignificantrelevance. Thefindingsaimtoprovidestrategicinsightsforbusinessestoenhanceonlinebrandawareness, stimulatepurchasingbehavior, andfosterpositiveword-of-rapidlyevolvingdigitaleconomy.
  2. 2. Literature Review Thisstudy, whichinvestigatestherelationshipbetween-makingprocessesviasocialmediain Nakhon Si Thammarat Province, isgroundedinanextensivereviewofliterature, academictheories, andempiricalresearch. Theliteraturehypothesesandconceptualframeworkasfollows.2.
  3. 1. Conceptsand Theories Relatedto Demographic Characteristics Demographicsrefertothestudyofhumancharacteristicsinrelationtosocial, cultural, economic, andotherfactors. Thesecharacteristicsincludegender, ethnicity, religion, placeofresidence, language, educationlevel, maritalstatus, numberofchildren, employmentstatus, occupation, andincome. Demographicstudiesfocusonthesize, composition, distribution, andchangeswithinpopulations, emphasizingkeyattributessuchasgender, age, maritalstatus, education, religion, ethnicity, andoccupation. Eachdemographicfactorplaysadistinctroleininfluencingconsumerbehaviorandiselaborateduponasfollows:
  4. 1. Gender: Genderdifferencesinfluencecommunicationbehaviors. Womenaregenerallymoreinclinedtoreceiveanddisseminateinformation, whereasmentendtoprioritizerelationship-buildingthroughcommunication. Gender-specificthoughts, values, andattitudesareshapedsignificantlybyculturalandsocietalnorms.
  5. 2. Age: Ageaffectscommunicationpatternsanddecision-makingbehaviors. Olderindividualstendtopossessmoreexperience, exhibitgreaterprudence, anddemonstratecognitiveprocessesthatdifferfromthoseofyoungerindividuals.
  6. 3. Education: Educationalattainmentplaysavitalroleinshapingindividualdecision-makingbehaviors. Individualseducatedindifferenterasorsystemsarelikelytoholddiverseperspectives, ideologies, andneeds. Educationalinstitutionsandeducatorsalsopersonalitiesandthoughtprocesses.
  7. 4. Occupation: Occupationinfluencesindividualpreferencesforgoodsandservices. Forexample, farmersoftenprioritizeessentialcommoditiesforlivelihood, officeworkersmayfocusonproductsrelatedtopersonalimage, andcivilservantstendtopreferpracticalgoods. Marketersmustunderstandoccupationaldemandstotailorofferingseffectively.
  8. 5. Income: Incomeoreconomicstatusdirectlyaffectspurchasingpowerandconsumerdecision-making. Individualswithlowerincomestypicallyprioritizeessentialandprice-sensitivegoods, whilethosewithhigherincomestendtooptforpremium-qualityproductsandbrand-orientedchoices. Incomeoftencorrelateswitheducationandoccupation, ashighereducationalattainmentgenerallyleadstohigherearningpotential.2.
  9. 2. Conceptual Frameworkof Consumer Behavior Analysis Consumerbehavioranalysisreferstothestudyoffactorsproductsandservices. Thegoalofsuchanalysisistoenablemarketerstoeffectivelyrespondtoconsumerneedsandcultivateloyaltythatleadstorepeatpurchases(Thongchai Santiwong, ascitedin Sirilak Khampueng\. Oneofthecommonlyadoptedapproachestoanalyzingconsumerbehavioristhe6W1 Hframework, whichincludes: Who(whoisinthetargetmarket\, What(whatdoconsumersbuy\, Why(whydotheybuy\, Who(whoisinvolvedinthedecision-making\, When(whendotheybuy\, Where(wheredotheybuy\, and How(howdotheymakethepurchase\(Philip Kotler,1997, ascitedin Siriwan Serirat,2007\. The Consumer Behavior Model, alsoknownasthe Stimulus-Response Theory(S-RTheory\, iscommonlyusedtoexplainthemotivationaldriversanddecision-makingprocessesbehindconsumerpurchases. Thismodelcomprisesthreekeycomponents: stimuli, theblackbox, andresponses. Stimuliaredividedintotwocategories: marketingstimuli-suchasproduct, price, place, andpromotion-andexternalenvironmentalfactorssuchaseconomicconditions, technologicaladvancements, socialinfluences, politicalsituations, legalsystems, andculturalnorms. Thesestimuliefactors, includingcultural, social, personal, andpsychologicalcharacteristics. Theseinternalfactorsinteracttogenerateaconsumerresponse, whichmaybeeitherpositiveornegative. Apositiveresponseleadstoapurchasedecision, whichismanifestedinproductchoice, brandselection, choiceofstore, timingofpurchase, andquantitypurchased. Conversely, anegativeresponseresultsinthedecisionnottoproceedwiththepurchase.2.
  10. 3. Conceptsand Theoriesof Online Purchase Motivationpurchasedecisions. Itstimulatesthedesiretoacquireproductsorservicesandcontributestothedevelopmentoflong-termbrandrelationships(Berger,2014\. Inthedigitalera, socialmediaplaysanincreasinglysignificantroleasamarketingcommunicationtool. Itsperceivedcredibilityandbrandloyalty. Thisalignswiththe Usesand Gratifications Theory, whichexplainsmediaselectionanduserbehavior(Sheehan,1999; Haridakis,2005\[
  11. 10. Sundarand Limperos(2013\categorizedmedia-use International Journalof Multidisciplinary Researchand Growth Evaluationwww. allmultidisciplinaryjournal. com495|Pagemotivationsintotwomaingroups: traditionalmotivationssuchasentertainmentandinformation-seeking, andcontemporarymotivationssuchasnavigabilityandinteractivity. Similarly, Menon(2022\[7foundthatmotivationslikeself-promotion, entertainment, andescapismsignificantlyinfluenceonlinemediausage, particularlyuserengagementandcontentcreation. Therefore, understandingconsumers'motivationsenablesmarketerstodesignmoreeffectivestrategiestostimulatepurchasedecisionsandfosterbrandloyaltythroughsocialmediaplatforms.2.
  12. 4. Conceptsand Theoriesof Trust Trustisanothercrucialdeterminantofconsumerbehavior. Accordingto Moorman, Deshpande, and Zaltman(1992\, trustreferstothewillingnesstorelyonabusinesspartnerororganization, whichisshapedbyperceptionsofcredibility, integrity, andbenevolence. Thisviewisconsistentwith Morganand Hunt(1994\, whodescribetrustasthedegreetowhichcustomersbelievethattheirgoalsandexpectationswillbefulfilled. Additionally, Larzelereand Huston(1980\emphasizethattrustencompassesconsistency, accountability, andfairness. Mishrafurtherhighlightsthattrustcanenhancebothmotivationandemployeeperformancewithinorganizations. Trustisalsocloselyassociatedwithperceivedservicequalityandwebsitecredibility. Parasuraman, Zeithaml, and Berry(1988\[16identifyfivekeyservicequalitydimensions-reliability, responsiveness, assurance, empathy, andtangibles-inusingaservice. Inonlinecontexts, Nielsenassertsthattransparentanduser-friendlywebsiteshelpbuildconsumertrust. Fromabrandimageperspective, Kotler(2009\explainsthateffectivebranddevelopmentenhancestrustandfacilitatespurchasedecisions. Insummary, trustplaysavitalroleinbuildingandsustaininglong-termrelationshipsbetweenconsumersandorganizations, throughbothservicequalityandbrandimage.2.
  13. 5. Conceptsand Theoriesof Purchase Decision-Making Theconsumerdecision-makingprocesstypicallyconsistsoffivekeystages: problemorneedrecognition, informationsearch, evaluationofalternatives, purchasedecision, andpost-purchasebehavior. Itbeginswhenaconsumerbecomesawareofaproblemorneedforexample, duetoproductdepletion, changesinfamilycircumstances, orexposuretomarketingstimuli. Theconsumerthenseeksadditionalinformationtosupportthedecision-makingprocessfromvarioussourcessuchasreferencegroups, salespersonnel, massmedia, andpersonalexperience(Sereeratetal.,1998\. Duringtheevaluationstage, consumerscomparealternativesbasedonproductattributes, benefits, perceivedimportance, brandcredibility, andexpectedsatisfactioninordertoselectthemostsuitableoption. Thedecisiontopurchasedependsonthelevelofinformationrequiredandtheamountoftimetheconsumerdedicatestoevaluatingalternatives, whichvariesbyproducttype. Afterthepurchase, consumersassesstheirsatisfactionwiththeproductexperience, whichinfluencesfuturerepurchasebehaviororword-of-mouthreferrals. Additionally, thepurchasedecisioninvolvesninespecificsub-decisions: thedesiredlevelofneed, productcategory, producttype, productdesign, brand, vendor, quantity, timing, andmethodofpayment. Fromtheliteraturereviewandtheoreticalexploration, itisevidentthatonlinepurchasebehaviorviasocialmediaisinfluencedbyacombinationoffactors, includingdemographiccharacteristics. Simultaneously, motivationsforusingsocialmedia-suchasentertainment, escapism, orsocialexpression-playanimportantroleinshapingconsumerbehavior. Moreover, trustinservicequality, websitecredibility, andaccesstocomparativeproductinformationarecriticalfactorsthatsignificantlyimpactonlinepurchasingdecisions. Table1: Summaryof Observable Variablesand Their Operational Definitions Variable Component Indicator Reference Demographic Factors Gender Representswhethertherespondentidentifiesasmaleorfemale. Supanya Chaichan(2008\Education Level Thehighestlevelofeducationattained, influencingthepurchasingdecisionprocess. Occupation Thetypeofjoboractivitytheindividualengagesinforincome, whichaffectsproductandserviceneeds. Income Monthlyincomeofanindividual, reflectingpurchasingpowerandconsumptionbehavior. Motivation Self-Promotion Motivationtopresentoneselfpositivelyormanageone'simageonsocialmedia. Menon(2022\[7 Entertainment Motivationtousesocialmediaforrelaxation, enjoyment, orentertainment. Escapism Useofsocialmediatoescapeboredomorreal-lifeproblems. Surveillance Usingsocialmediatomonitornews, trends, orareasofinterest. Novelty Interestinnew, unique, orunconventionalcontent. Documentation Useofsocialmediatoarchiveorrecordpersonalmemoriessuchasphotosorvideos. Trendiness Motivationdrivenbyadesiretofollowcurrenttrendsorgainsocialacceptanceonline. Trust Service Quality Perceivedaccuracy, speed, andconsistencyoftheservicereceived, aligningwithexpectations. Parasuraman, Zeithaml&Berry(1988\[16 Website Credibility Theextenttowhichconsumerstrustthewebsite'ssecurity, transparency, anddisplayedinformation. Nielsen(2000\Brand Image Consumers'perceptionofthe Arai, Ko&Ross(2014\Kotler(2009\Information Comparison Thebehaviorofconsumersinseekingandcomparingproductinformationfrommultiplesourcesbeforemakingapurchasedecision. Loro&Mangiaracina(2022\International Journalof Multidisciplinary Researchand Growth Evaluationwww. allmultidisciplinaryjournal. com496|Page2.
  14. 6. Developmentof Hypothesesand Related Studies Areviewofexistingliteratureindicatesthatmotivationandtrustplaycrucialrolesininfluencingconsumerpurchasingdecisionsviaonlinechannels, especiallythroughsocialmedia, whichcontinuestogainpopularity. Thestudyby Chonlada Mongkolwanich(2020\revealedthattrustinservicequality, productimage, andwebsitecredibilitysignificantlyaffectspurchasingdecisions, particularlyamongyoungerconsumers. Similarly, theresearchof Samphao Meeboonand Saowanee Samantreep(2023\foundthatbrandtrust, websitereliability, andservicequalityclearlyinfluencepurchasebehavioramongworking-ageconsumers. Withregardtomotivation, studiesby Prinn Mungprasitichai(2022\[17and Menon(2022\[7indicatedthatmotivationssuchasself-promotion, entertainment, andmodernityinfluenceuserengagementandproductpurchasesvia Instagram Reels, especiallyamongyoungerfemaleusers. Moreover, demographiccharacteristicssuchasgender, income, educationlevel, andoccupationalsoaffectpurchasingbehavior, asshownintheworksof Siriwan Phruektara(2020\and Nathaporn Singngern(2021\, whichfoundsignificantbehavioraldifferencesbasedonthesefoundationalfactors. Concurrently, Li Guetal.(2022\categorized Tik Tokusers'motivationsintodistinctgroupsandfoundthatusersmotivatedbyescapismandnoveltytendedtoengagemorefrequentlyandexhibitedgreaterpurchasingbehavior. Thesefindingshighlighttheimportanceofpsychologicalandbehavioralanalysisoneachplatformtounderstandcurrentdigitalconsumerbehavior. Thesestudiesformanessentialfoundationforsupportingtheresearchtitled"The Relationship Between Motivation, Trust, andthe Purchase Decision-Making Processvia Social Media Among Consumersin Nakhon Si Thammarat Province."Thestudyemphasizesamulti-dimensionalanalysisofdemographicfactors, motivation, andtrust, enablingtheresearchertodevelopmorepreciseandeffectiveonlinemarketingstrategiesthatalignwithconsumerbehavior. Basedontheliteraturereview, theconceptualframeworkofthestudy"The Relationship Between Motivation, Trust, andthe Purchase Decision-Making Processvia Social Media Among Consumersin Nakhon Si Thammarat Province"isillustratedin Figure
  15. 1. Fig1: Conceptual Frameworkofthe Study Findingsfromrelatedliteratureprovidedafoundationalbasisforidentifyingvariablesanddevelopingresearchhypothesesconcerningtheinfluenceofdemographicfactors, motivation, andtrustonthepurchasedecision-makingprocessviasocialmediaamongconsumersin Nakhon Si Thammarat Province. Theseinsightscontributetotheformulationofstrategicmarketinginitiativesaimedatenhancingonlinebrandawareness, stimulatingpurchasedecisions, andencouragingword-of-mouthpromotion. Accordingly, thefollowingresearchhypothesesweredeveloped: Hypothesis1(H1\: Differencesindemographicfactorsaffectvariationsinthepurchasedecision-makingprocessviasocialmedia. Hypothesis2(H2\: Consumers'motivationsareassociatedwiththepurchasedecision-makingprocessviasocialmedia. Hypothesis3(H3\: Consumers'trustfactorsareassociatedwiththepurchasedecision-makingprocessviasocialmedia.
  16. 3. Research Methodology3.
  17. 1. Research Design Thisstudyemployedaquantitativeresearchapproachaimedatexaminingtherelationshipbetweenmotivation, trust, andthepurchasedecision-makingprocessviasocialmediaamongconsumersin Nakhon Si Thammarat Province. Aquestionnairewasusedastheprimaryinstrumentfordatacollection, targetingasampleof400consumerswhohadpriorexperiencepurchasingproductsviasocialmedia. Theresearchinstrumentwasdevelopedbasedonestablishedtheories, concepts, andpreviousstudiesandsubsequentlyevaluatedforvalidityandreliabilitypriortodatacollection. Thedatawereanalyzedusingbothdescriptivestatisticsandinferentialstatisticstotestthethreeproposedhypotheses. International Journalof Multidisciplinary Researchand Growth Evaluationwww. allmultidisciplinaryjournal. com497|Page Theresearchdesignwascarefullystructuredtoalignwiththeconceptualframeworkandensurethatthefindingswouldbestrategicallyapplicableforenhancingdigitalmarketingpractices.3.
  18. 2. Research Instrument Theresearchinstrumentusedinthisstudywasaquestionnaire, whichwasdevelopedbasedonareviewofrelevanttheories, concepts, andpreviousstudies. Thequestionnaireconsistedoffivesections:(1\demographicinformation, presentedintheformofclosed-endedquestions;(2\consumerpurchasebehaviorviasocialmedia;(3\motivationalfactorsinfluencingthepurchasedecisionprocessviasocialmedia;(4\trust-relatedfactorsaffectingthepurchasedecisionprocess; and(5\thepurchasedecision-makingprocessitself. Sectionsthreethroughfiveusedanintervalscalewithafive-point Likertratingscale. Thescaleinterpretationwascalculatedbasedontheprincipleofrangewidth. Theinstrumentwasvalidatedforcontentvaliditybythreeexpertsusingthe Indexof Item-Objective Congruence(IOC\, withitemsscoringan IOCof0.50orhigherbeingacceptablevaluessetat0.67orhigher. Datacollectionwasconductedusingbothprimaryandsecondarysources. Primarydatawerecollectedthroughanonlinequestionnairedistributedvia Google Formstorespondentswithexperienceinpurchasingthroughsocialmedia. Secondarydataweregatheredfromacademicbooks, researcharticles, theses, andotherrelevantdocuments.3.
  19. 3. Data Analysis Methods Datawereanalyzedusingthe Statistical Packageforthe Social Sciences(SPSS\. Twolevelsofstatisticalanalysiswereemployed. First, descriptivestatistics, includingpercentage, arithmeticmean, andstandarddeviation, wereusedtosummarizedemographicdataandresponsesrelatedtomotivation, trust, andpurchasingdecisions. Second, inferentialstatisticswereappliedtotesttheresearchhypotheses. Anindependentsamplest-testwasusedtoexaminedifferencesbetweentwoindependentgroups, whileone-wayanalysisofvariance(ANOVA\wasemployedtocomparemeansacrossmorethantwoindependentgroups. In-momentcorrelationcoefficientwasusedtoassesstherelationshipsbetweenmotivation, trust, andthepurchasedecision-makingprocess.
  20. 4. Research Results4.
  21. 1. General Informationofthe Respondents Theanalysisofdemographiccharacteristicsof400respondentsrevealedthatthemajoritywerefemale(54.75%\followedbymale(45.25%\Mostrespondentsheldeducationlevelsbelowabachelintheprivatesector(34.50%\andhadamonthlyincomebetween15,001to25,000THB(27.00%\asshownin Table
  22. 2. Table2: Demographic Characteristicsofthe Respondents Demographic Variable Category Frequency(n\Percentage(%\Gender Male18145.25 Female21954.75 Total400100.00 Education Level Lowerthan Bachelor's Degree21052.20 Bachelor's Degreeor Equivalent14436.00 Higherthan Bachelor's Degree4611.50 Total400100.00 Occupation Student6215.50 Government/State Enterprise Employee8120.25 Private Company Employee13834.50 Entrepreneur/Freelancer8320.75 Others369.00 Total400100.00 Monthly Income7117.7515,00125,000THB10827.0025,00135,000THB9624.0035,00145,000THB6616.5045,00155,000THB4210.50>55,000THB174.25 Total400100.004.
  23. 2. Consumer Behaviorin Purchasing Productsvia Social Media Theanalysisofpurchasingbehaviorviasocialmediarevealedthatthemajorityofrespondents(65.50%\purchasedproductsthrough Tik Tok. Themostfrequentlypurchaseditemsweretechnologyandelectronicaccessories(30.75%\Mostrespondentsreportedpurchasing12timespermonth(40.25%\andtypicallyspentlessthan500THBpertransaction(40.00%\asshownin Table
  24. 3. International Journalof Multidisciplinary Researchand Growth Evaluationwww. allmultidisciplinaryjournal. com498|Page Table3: Consumer Behaviorin Purchasing Productsvia Social Media Behavioral Variable Category Frequency(n\Percentage(%\Social Media Purchase Channel Facebook4511.25 Line4711.75 Tik Tok26265.50 Instagram317.75 Others153.75 Total400100.00 Typeof Productor Service Fashionand Beauty Products8521.25 Foodand Beverage6416.00 Household Items/Decorations297.25 Technologyand Accessories12330.75 Medicineor Health Supplements4010.00 Others5914.75 Total400100.00 Purchase Frequency(permonth\12times16140.2534times14536.2556times5614.00 Morethan6times389.50 Total400100.00 Spendingper Purchase(in THB\Lessthan50016840.005001,00013032.501,0012,0007017.50 Morethan2,001328.00 Total400100.004.
  25. 3. Motivationandthe Purchase Decisionvia Social Media Theanalysisofmotivationandpurchasedecisionbehaviorshowedthatthehighestaveragescorewasfordocumentmanagementmotivation(M=3.058, S. D.=0.825\, followedbynovelty(M=3.054, S. D.=0.810\. Thelowestwasmodernitymotivation(M=2.918, S. D.=0.797\, asshownin Table
  26. 4. Table4: Motivationandthe Purchase Decisionvia Social Media Motivational Factor Mean Standard Deviation(S. D.\Self-Promotion3.0120.794 Entertainment2.9690.816 Escapism2.9710.780 Surveillance2.9410.822 Novelty3.0540.810 Documentation3.0580.825 Trendiness2.9180.7974.
  27. 4. Trustandthe Purchase Decisionvia Social Media Theanalysisoftrustfactorsrelatedtopurchasedecisionsrevealedthatservicequalityhadthehighestaveragescore(M=3.022, S. D.=0.617\, followedbybrandimage(M=2.995, S. D.=0.788\, whilewebsitecredibilityscoredthelowest(M=2.929, S. D.=0.803\, asshownin Table
  28. 5. Table5: Trustandthe Purchase Decisionvia Social Media Trust Factor Mean Standard Deviation(S. D.\Service Quality3.0220.617 Website Credibility2.9290.803 Brand Image2.9950.788 Information Searchand Product Comparison2.9810.8244.
  29. 5. Purchase Decision-Making Processvia Social Media Theanalysisofthepurchasedecision-makingprocessindicatedthatproblemrecognitionreceivedthehighestaveragescore(M=3.004, S. D.=0.794\, followedbyevaluationofalternatives(M=2.983, S. D.=0.841\. Thelowestscorewasforinformationsearch(M=2.958, S. D.=0.819\, asshownin Table
  30. 6. Table6: Purchase Decision-Making Processvia Social Media Decision-Making Process Mean Standard Deviation(S. D.\Problem Recognition3.0040.794 Information Search2.9580.819 Evaluationof Alternatives2.9830.841 Purchase Decision2.9760.834 Post-Purchase Behavior3.0000.803 International Journalof Multidisciplinary Researchand Growth Evaluationwww. allmultidisciplinaryjournal. com499|Page4.
  31. 6. Hypothesis Testing Theresultsofhypothesistestingfor Hypothesis1showedthatdemographicfactorssuchasgender, educationlevel, occupation, andmonthlyincomehadnostatisticallysignificanteffectonthepurchasedecision-makingprocessviasocialmedia, aspresentedin Table
  32. 7. Table7: Summaryof Hypothesis Testing: Demographic Factorsandthe Purchase Decision Hypothesis Independent Variable Dependent Variable Test Result F-Statistic Sig.1 Gender PERRejected F=0.2850.5942 Education Level PERRejected F=0.9390.4413 Occupation PERRejected F=1.0140.4004 Monthly Income PERRejected F=1.7950.113 Note: Statisticallysignificantatthe0.05level. Theresultsfor Hypothesis2revealedthatsurveillancemotivationhadapositivecorrelationwithinformationsearch(r=.108, p<.05\andevaluationofalternatives(r=.134, p<.01\. Additionally, escapemotivationwaspositivelycorrelatedwithpost-purchasebehavior(r=.105, p<.05\, asshownin Table
  33. 8. Table8: Correlation Coefficientsbetween Motivationandthe Purchase Decisionvia Social Media Motivation Purchase Decisionthrough Social Media Problem Recognition Information Search Evaluationof Alternatives Purchase Decision Post-Purchase Behavior Self-Promotion Pearson Correlation Sig.(tailed\0.0190.7000.0220.658-0.0330.509-0.102*0.0420.0730.143 Entertainment Pearson Correlation Sig.(tailed\0.0220.659-0.0790.116-0.0190.705-.129**0.0100.0390.431 Escapism Pearson Correlation Sig.(tailed\0.0100.8480.0160.7510.0680.177-0.0930.0630.105*0.035 Surveillance Pearson Correlation Sig.(tailed\0.0920.0660.108*0.0310.134**0.0070.0040.943-0.111*0.026 Novelty Pearson Correlation Sig.(tailed\0.0410.416-0.0680.175-0.0860.0870.0320.523-0.0050.925 Documentation Pearson Correlation Sig.(tailed\0.0600.231-0.0400.4240.0140.7830.0180.722-0.0110.821 Trendiness Pearson Correlation Sig.(tailed\0.0170.737-0.0400.4260.0160.7520.0730.146-0.0290.561 Statisticallysignificantatthe.05level(p<.01\Theresultsfor Hypothesis3demonstratedthatbrandimagewasnegativelycorrelatedwithproblemrecognition(r=.116, p<.05\, whileinformationsearchwaspositivelycorrelatedwiththeoverallpurchasedecisionprocess(r=.112, p<.05\, aspresentedin Table
  34. 9. Table9: Correlation Coefficientsbetween Trustandthe Purchase Decisionvia Social Media Trust Factors Purchase Decisionthrough Social Media Problem Recognition Information Search Evaluationof Alternatives Purchase Decision Post-Purchase Behavior Service Quality Pearson Correlation Sig.(tailed\-0.0360.4680.0360.469-0.0070.8920.0400.428-0.0150.762 Website Credibility Pearson Correlation Sig.(tailed\0.0170.7400.0420.4070.0500.3200.0850.090-0.0950.056 Brand Image Pearson Correlation Sig.(tailed\-0.116*0.020-0.0780.1210.0130.7900.0200.694-0.0710.157 Information Search Pearson Correlation Sig.(tailed\-0.0190.7100.0070.895-0.0110.8210.112*0.025-0.0080.873 Statisticallysignificantatthe.05level(p<.01\International Journalof Multidisciplinary Researchand Growth Evaluationwww. allmultidisciplinaryjournal. com500|Page
  35. 5. Discussion Thestudyconfirmsthatmotivationandtrustsignificantlyinfluenceconsumerpurchasingdecisionsviasocialmedia, particularlythroughthe Tik Tokplatform. Thesefindingsalignwith Song(2023\, whofoundthatperceivedvalueandtrustimpactrepurchaseintentionson Tik Tok. Similarly, theresearchby Thiwaphan Suthamand Tikhamporn Phanlukdet(2023\revealedthatmarketingmixfactorsinfluence Gen Zpurchasingbehavior, withconsumersprioritizingservicequalityandbrandimageconsistentwiththeservicequalityframeworkof Parasuraman, Zeithaml, and Berry(1988\[16andthefindingsof Chonlada Mongkolwanit(2020\[2, whichdemonstratedthattrustinproductquality, brandimage, andwebsitecredibilitysignificantlyaffectspurchasedecisions. Additionally, thisstudyhighlightstheroleofsurveillanceandescapemotivationsinshapingdifferentstagesofthepurchasedecision-makingprocess. Thesefindingscorrespondwith Sundarand Limperos(2013\, whocategorizedmediausagemotivationsintotraditionalandcontemporarygroups, aswellaswith Li Guetal.(2022\, whofoundthat Tik Tokusersdrivenbyescapeandnoveltymotivesweremorelikelytoexhibitpurchasingbehavior. However, thecurrentstudyfoundnosignificantinfluenceofdemographicvariablesonpurchasingdecisions, whichcontrastswiththefindingsof Siriwan Pruektara(2020\and Nathaporn Singngern(2021\, whoreportedthatbasicdemographicfactorsaffectedconsumerbehavior. Thisdiscrepancymaybeattributedtothe Nakhon Si Thammarat, possiblyreducingthevisibilityofdemographicvariability.5.
  36. 1. Recommendations Basedon Research Findings
  37. 1. Entrepreneursshouldprioritizeenhancingconsumermotivationandtrustinpurchasingproductsviasocialmedia, particularlywithregardtoservicequality, brandimage, andmotivationaldimensionssuchassurveillanceandescape, whichwereshowntosignificantlyinfluencepurchasingdecisions.
  38. 2. Asthefindingsindicatethat Tik Tokistheprimaryplatformthroughwhichconsumersmakepurchasingdecisions, businessesareencouragedtodesignmarketingstrategiesandcontenttailoredtothisplatforminordertoeffectivelyreachtargetcustomergroups.5.
  39. 2. Recommendationsfor Future Research
  40. 1. Futurestudiesshouldinvestigateconsumerbehaviorandmotivationalfactorsspecifictoeachtypeofsocialmediaplatform, enablingcomparativeanalysesandmoretargetedmarketingstrategies.
  41. 2. Thescopeofresearchshouldbeexpandedtoincludedifferentconsumergroupsorgeographicregionstoexplorepotentialvariationsinbehaviorandinfluencingfactorsassociatedwithonlinepurchasingdecisionsviasocialmedia.
  42. 3. Additionalvariablessuchasbrandloyalty, perceivedrisk, andconsumerattitudesshouldbeexaminedtoprovideamorecomprehensiveunderstandingofonlineconsumerbehavior.
  43. 6. Conclusion Thefindingsofthisstudyindicatethatthemajorityofconsumersin Nakhon Si Thammarat Provincepurchaseproductsvia Tik Tok, withthehighestmotivationaldriversbeingdocumentmanagementandnovelty. Consumersplaceparticularemphasisonservicequalityandbrandimagewhenmakingpurchasingdecisions. Thedecision-makingprocessismostinfluencedbyproblemrecognitionandevaluationofalternatives. Demographicfactorswerefoundtohavenosignificantimpactonpurchasedecisions. Furthermore, surveillancemotivationwaspositivelyassociatedwiththeprocessesofinformationsearchandevaluationofalternatives, whileescapemotivationwaslinkedtopost-purchasebehavior. Brandimagewasnegativelycorrelatedwithproblemrecognition, whereasinformationsearchwaspositivelycorrelatedwiththeoverallpurchasedecisionviasocialmedia.
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Publication Information

Journal: International Journal of Multidisciplinary Research and Growth Evaluation (IJMRGE)

Publisher: Anfo Publication House

ISSN: 2582-7138 (Online)

Frequency: Bimonthly

Language: English

Open Access: Yes - This article is distributed under the terms of the Creative Commons Attribution 4.0 International License

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