Factors Affecting Donation Decision Making Behavior through Live Streaming Channels
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Abstract
This research has the objective to analyse the factors affecting the decision to donate to streamers through live streaming channels. It is quantitative research. The sample group studied were users of the application or who had experience in deciding to donate to streamers through live streaming channels on the application, through websites, smartphones, or electronic devices. various In the Bangkok and surrounding area, there were 908 people. Data were collected using an online questionnaire. by stratified sampling method and analyzed using structural equation modeling methods. By the maximum likelihood estimation method.
The results of the research found that the factors that affect the decision to donate to streamers through live streaming channels include: The factor that most affects donation behavior is donation intention, followed by The factor of social identification with opinion influencers on social media, including the factor that has the greatest effect on donation intention is the factor of social identification with opinion influencers on social media. , conformity to the reference group, perceived value, perceived behavioral control, and Attitude side, respectively
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References
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