Technology acceptance and trust affecting the purchase intention via Facebook live in Muang District, Nakhon Ratchasima Province
Keywords:
technology acceptance, trust, purchase intent, facebook liveAbstract
The objectives of this research are 1) to study how acceptance of technology affects the intention to purchase products through the Facebook live channel and 2) trust affects the intention to purchase products through the Facebook live channel in Muang District, Nakhon Ratchasima Province. The sample group was people who had previously purchased products through the Facebook live channel in Mueang District, Nakhon Ratchasima Province, 385 samples. The data collection tool was a questionnaire. Statistics for analysis include percentage, mean, standard deviation and multiple regression analysis. The results of the study found that Acceptance of technology: perceived usefulness, and attitude towards purchasing products online have a positive effect on the intention to purchase products through the Facebook live channel in Mueang District, Nakhon Ratchasima Province at a statistical significance level of 0.05 (R2 = 0.492). As for trust, it has a positive effect on the intention to purchase products through the Facebook live channel in terms of entertainment, popularity, word-of-mouth marketing, and specific aspects statistically significant at the 0.05 level (R2 = 0.641)
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