Technology Acceptance and Integrated Marketing Communications Affecting the Purchase Intention Fashion Clothing Through Facebook Live of Thai Consumer

Abstract

This research aimed to investigate individual factors affecting the purchasing intention of fashion clothing among Thai consumers via Facebook Live, to study the impact of the technology acceptance on the purchasing intention among Thai consumers via Facebook Live, and to investigate the factors of an integrated marketing communication which affects Thai consumers’ purchasing intention. The data collection in this study was from 400 respondents and data were analyzed using descriptive and inferential statistics.

The findings of hypothesis testing showed that the differences in individual factors such as age, status, education, occupation, and income affected their purchasing intention differently. Technology acceptance was measured by the benefits of use and ease of use affected their purchasing intention with a significance level of 0.05. The impact of integrated marketing communication factors which were measured through sales promotion, the organization of special activities and experience as well as word-of mouth communications, significantly affected the purchasing intention at a level of 0.05.