Trust as an intermediate variable that connects technology adoption and marketing strategies influence the decision making behavior of purchasing Thai women dress by live method of consumers in the Bangkok area

Abstract

The purpose of this research was to study (1) Technology adoption (2) Marketing strategies (3) Trust and (4) Decision making behavior. Sample group in this research is ladies who used to buy online via live method in Bangkok area. The research was samples 500 persons. Questionnaires are an implement as a research tool in the process; then the collected data were analyzed by employing descriptive statistics – using percentage, mean, and standard deviation. The research analysis revealed (1) the middle level with average at trust (x̄=3.39, SD=0.802), marketing strategies (x̄=3.15, SD=0.764), technology adoption (x̄=2.77, SD=1.635) and decision-making behavior (x̄=2.09, SD=0.607). (2) trust was founded to be a variable between technology adoption and decision-making behavior as 0.1070 (bottom edge coefficient) and 0.2667 (top edge coefficient). (3) trust was founded to be a variable between Marketing strategies and decision-making behavior as 0.1248 (bottom edge coefficient) and 0.2556 (top edge coefficient). Our results highlight point to the customers get more product purchase when they have trust that come from technology adoption and marketing strategies.