Social commerce platform factors and the purchase of Thai designed brands
3
Issued Date
2022
Copyright Date
2022
Resource Type
Language
eng
File Type
application/pdf
No. of Pages/File Size
ix, 80 leaves
Access Rights
open access
Rights
ผลงานนี้เป็นลิขสิทธิ์ของมหาวิทยาลัยมหิดล ขอสงวนไว้สำหรับเพื่อการศึกษาเท่านั้น ต้องอ้างอิงแหล่งที่มา ห้ามดัดแปลงเนื้อหา และห้ามนำไปใช้เพื่อการค้า
Rights Holder(s)
Mahidol University
Bibliographic Citation
Thematic Paper (Master of Business Administration (Business Modeling and Development))--Mahidol University, 2022)
Suggested Citation
Chonthicha Apichonpongsa Social commerce platform factors and the purchase of Thai designed brands. Thematic Paper (Master of Business Administration (Business Modeling and Development))--Mahidol University, 2022). Retrieved from: https://repository.li.mahidol.ac.th/handle/123456789/113838
Title
Social commerce platform factors and the purchase of Thai designed brands
Author(s)
Advisor(s)
Abstract
Thailand’s internet users have presently reached 50 million, which is equivalent to 82 percent of the total population. In other words, there are more than half the Thai population can access the online world. Among the large number of internet users, online shopping is one of the top five activities that most of them always do. The global social market is measured at $474.8 billion in 2020. Social commerce sales in Thailand is expected to reach 60% of 270-billion-baht e-commerce market. Social media platforms are no longer associated with only socializing but also for commercial operations. With the raise of Thai-designed brands and sellers’ familiarity with the social media platform, this channel is gaining attraction in terms of providing brand connection and creativity to consumers. This has also resulted in the rise of Thai designed brands as more of the newer generation of sellers and consumers have similar thinking. Hence, local designers feel they can focus more on creativity and connect to these consumers through social commerce platforms. Therefore, the primary purpose of this research is to identify factors that would influence consumers’ adoption of social commerce platforms in the context of Thai-designed brands. The study further includes literature review, which formulates various theoretical models, including Technology Acceptance Model (TAM), Cognitive Evaluation Theory (CET), and Value-Based Adoption Model (VAM). The study further includes variables extracted from these theories and it consists of enjoyment, ease of use, perceived usefulness, and trust to identify consumer’s social media platform adoption. The research methodology includes primary research, where the data were gathered using quantitative method. Questionnaire was distributed using convenience sampling method, and the data gathered were analyzed through SPSS program using regression and correlation models. The result indicated a positive relationship between perceived usefulness, perceived ease of use, trust, and enjoyment of adoption of a social commerce platform. The finding suggests that trust has the most influence on the adoption of a social commerce platform.
Degree Name
Master of Business Administration
Degree Level
Master's degree
Degree Department
International College
Degree Discipline
Business Modeling and Development
Degree Grantor(s)
Mahidol University