การรับรู้คุณภาพและความไว้วางใจในระบบสารสนเทศจากการชมเฟซบุ๊คไลฟ์ของผู้บริโภคไทยเจเนอเรชันวายที่มีผลต่อการตัดสินใจซื้อเสื้อผ้าแฟชั่นออนไลน์

Abstract

The purpose of independent study on “Perceived Quality and Trust in Information System from Viewing Facebook Live of Thai Generation Y Consumers Towards Online Purchasing Decision of Fashion Clothes” is to study about perceived quality and trust in information system from viewing Facebook live of Thai Generation Y consumers towards online purchasing decision of fashion clothes. This study is based on DeLone and McLean information system success model and trust theory. Online questionnaires were used to collect data from Generation Y Facebook live users who have purchased online fashion clothes in Thailand on 385 samples. The data were analyzed by descriptive statistic and inferential statistics, which includes factor analysis and multiple regression analysis. The study found that there were 4 factors from 7 factors that influence the online purchasing decision of fashion clothes based on Thai Generation Y consumers. The most influential factor is perceived trust towards sellers or entrepreneurs doing business through Facebook live, followed by perceived service quality from sellers or entrepreneurs who doing business through Facebook live, perceived service quality from Facebook live and perceived system quality respectively.