Factors Affecting Food Purchasing Decisions Via Facebook Live

This independent research study investigated the factors that influence food purchasing decisions via Facebook Live. The objectives were to behavior, decision process, marketing of businesses, and consumers' technology acceptance when making sample group consisted 400 people who purchased by watching Descriptive statistical analysis, including percentage, frequency distribution, mean, standard deviation, Pearson's Correlation Coefficient, Multiple Linear Regression Analysis, was used create an equation model for predicting Live results showed majority females aged between 26 35 years old graduated with a bachelor's degree or equivalent, worked as employees, had average monthly income around 10,000–20,000 baht, chose purchase snacks. Influencers most significant on their decisions, they usually once month, typically 18.01 24.00 hours. They made based store promotions, preferred pay using money transfer E-banking. accessed from residence. In terms factors, considered variety payment channels available customers, in acceptance, trustworthiness sellers Live, whether expertise knowledge products, ability explain things viewers buyers. hypothesis testing Coefficient found mix have relationship at significance level 0.01. result multiple regression analysis four variables, which price, product, affected 0.05 level. An can be formulated as: Food Purchasing Decisions (Y) = 0.529 + 0.097(Product) 0.074(Price) 0.141(Process) 0.513(Technology Acceptance). finding this has provided insight through Suggestions regarding factor entrepreneurs should take into account diverse range methods. At present, mostly accept mobile banking applications, cash, pay-on-delivery. To trust consumers delivery products upon receipt payment, consider other methods, such E-wallets, QR codes, Prompt Pay, credit debit cards, provide additional verification And suggestions Prior live broadcast, conduct thorough products. demonstrate give information about clear detailed manner build confidence consumers. will enhance sellers' image earn consumers, thereby it easier them make decisions.