Factors Influencing Buying Decision of Secondhand Sports Shoes Via Social Media in Bangkok

Abstract

This research aimed to study personal factors and online marketing factors influencing the purchasing decisions of used sports shoes via social media in Bangkok. Collect information from people who have bought used sports shoes through social media. Data from a questionnaire tool were collected from 400 samples using a multistage sampling method. Data were analyzed with the SPSS package. The statistics used were percentage, mean, standard deviation, independent sample -test, one way ANOVA, and multiple regression analysis.

The results showed that different status factors affect the decision to buy used sports shoes through social media. The difference was statistically significant at the 0.05 level, other factors were not different. The results of the online marketing mix test that influence the purchasing decision of used sports shoes via social media. There was a forecast coefficient of 67.3 percent. The remaining 32.7% were other factors. They were: 1) privacy, 2) product, 3) promotion, 4) distribution channel, and 5) service personal. Entrepreneurs must pay attention to the system to prevent personal data modification. There are policies for collecting personal information from customers and clearly notifying them. There is a protection system to prevent automated advertising messages from annoying customers. There is a brand for the product, a history of purchasing products, and recommending products in the same or similar category to the present. Social Media is easy and ready to use, can order products anywhere, anytime.