THE IMPACT OF SOCIAL MEDIA INFLUENCERS ON PURCHASE INTENTION TOWARDS E-RETAILING BUSINESS IN THAILAND

Abstract

This research aims to 1) to study the patterns of social media factors influencing the purchasing intentions of online retail businesses in Thailand and 2) to analyze patterns of direct influence, indirect influence, and total influence of variables on the purchasing intentions of online retail businesses in Thailand.
The population and the sample group this research uses quantitative research. Data is collected from transport operators amounted to 300 samples. It was analyzed by the Structural Equation Model (SEM). The study found that social media factors and product attitudes influence the purchasing intentions of online retail businesses in Thailand.
The research result showed that as well as the intention to buy were also indirectly influenced by social media through product attitudes. As a result, there is also an increase in total influence. This enables organizations to adopt key variables in strategic mobility to promote shared value creation in the operational process. In particularly, social media efficiency was created in different perspectives such as customer perspectives, financial perspectives, and innovation perspectives. They were the mediums that lead to new things such as design and development in delivery to lead to knowledge expansion and sustainable innovation.