The Influence of Marketing Factors and Consumer Behavior on Purchase Intention TikTok Shop among Consumers in the Bangkok Metropolitan Region

Abstract

          This research aimed to (1) study the marketing factors (4Ps) that influence consumers' intention to purchase products through TikTok Shop in Bangkok and surrounding areas, (2) study consumer behavior that influences purchase intention, and (3) compare the differences in purchase intention classified by demographic characteristics. The research was quantitative, with data collected from a sample of 449 people via online questionnaires. Data analysis was performed using descriptive and inferential statistics, including multiple regression and ANOVA. The results showed that all four marketing factors, namely product, price, distribution channel, and promotion, had a significant positive influence on purchase intention (R² = 0.533, Sig. = 0.000), with promotion and product having the greatest influence. Consumer behavior, including frequency of use, information search, and purchase motivation, had a significant positive influence (R² = 0.770, Sig. = 0.000), with motivation being the most important factor. In addition, gender, education, income, and occupation showed significant differences in purchase intention. The results indicate that interactive marketing, such as live streaming, influencer reviews, and real-time promotions, play an important role in stimulating motivation and building confidence in the product. Ideal for developing strategies to increase sales and enhance positive consumer experiences.