The factors influencing consumers' buying behavior via Social Media

This research aimed to assess the variables that impact consumers’ buying habits through social media. 455 households from 7 villages: Chunlong Village, Ta Vien Village, Trapeang Treng Village, Wat Damnak Village, Wat Bo Village, Wat Svay Village, and Sala Kamreuk Village, were chosen using a multi-stage sampling technique, with one member per family completing a questionnaire. The survey instrument was a closed-ended questionnaire utilizing a 7-point Likert scale. Data was gathered from study participants using self-administered questionnaires, with 375 individuals eventually making purchases via social media, representing an 18% margin of error. The collected questionnaire data was cleansed and processed using SPSS v.26. The multiple linear regression analysis findings indicated that five factors (product quality, trust and safety, perceived usefulness, time, and delivery) positively influence consumer purchasing behavior via social media. These results contribute to consumer behavior theory and provide practical insights for companies and retailers to offer attractive options and build consumer trust, thereby encouraging social media purchases.