Confirmatory Factor and Multiple Regression Analysis of Marketing Influencer Factors Influencing Purchasing Decisions on TikTok
Keywords:
Marketing Influencers, Social Media Marketing Communication, Consumers’ Purchasing Decision, TikTokAbstract
This research aimed to study the factors of influencers in marketing communication that affect consumers’ purchasing decisions on the TikTok platform. Data were collected from 400 respondents who had previously purchased products through TikTok. The data collection was conducted online through Facebook pages related to online shopping on TikTok. The research instrument used was a questionnaire. The data were analyzed using descriptive and inferential statistical methods. In addition, Confirmatory Factor Analysis (CFA) and Multiple Regression Analysis were employed to examine the relationships among variables.
The findings revealed that most respondents were female (244 individuals), aged below 25 years, and had a monthly income between 15,001 and 25,000 baht. Regarding influencer factors in marketing communication affecting purchasing decisions, respondents expressed a high level of agreement with the influencers’ characteristics. The model fit analysis indicated that the model was consistent with the empirical data at an acceptable level and could therefore be used to further analyze the relationships among variables. Moreover, all standardized factor loadings met the required criteria. The results of Hypothesis 1 testing, using Stepwise Multiple Regression Analysis, showed that credibility and trustworthiness, expertise, attractiveness, similarity to consumers, interaction, and presentation quality of influencers significantly predicted consumers’ purchase intentions on TikTok at the 0.05 level of statistical significance.
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ข้อความ ข้อคิดเห็น ข้อมูล เนื้อหา รูปภาพ แผนภูมิ แผนผัง เป็นต้น ที่ปรากฏและแสดงในบทความต่างๆ ในวารสารบริหารธุรกิจเทคโนโลยีมหานคร ถือเป็นความรับผิดชอบโดยตรงของผู้เขียนบทความนั้นๆ มิใช่เป็นความรับผิดชอบใดๆ ของวารสารบริหารธุรกิจเทคโนโลยีมหานคร และมหาวิทยาลัยเทคโนโลยีมหานคร
บทความที่ตีพิมพ์ในวารสารบริหารธุรกิจเทคโนโลยีมหานคร ถือเป็นลิขสิทธิ์เฉพาะของคณะบริหารธุรกิจ มหาวิทยาลัยเทคโนโลยีมหานคร หากบุคคลหรือหน่วยงานใดต้องการนำทั้งหมดหรือส่วนใดส่วนหนึ่งไปเผยแพร่ต่อหรือเพื่อกระทำการใดๆ จะต้องได้รับการอนุญาตเป็นลายลักษณ์อักษรจากคณะบริหารธุรกิจ มหาวิทยาลัยเทคโนโลยีมหานครก่อนเท่านั้น
