Factors Influencing Generation Z's Apparel Purchasing Decisions Towards Livestream Shopping in Bangkok, Thailand

Abstract

Purpose: This study aims to evaluate the factors influencing generation Z on apparel purchasing decision towards livestream shopping.  The five factors were used in this study which included perceived usefulness, trust, perceived quality, influencer, and perceived enjoyment. This study conducted in Bangkok, Thailand using non-probability method based on convenience and snowball method by distributing electronic questionnaires via Microsoft forms. The total of 420 samples used in this study are generation Z who born between 1997 to 2009, lived in Bangkok for 1 year, and have experience in livestream shopping within 1 year. In the research result, it showed that perceived usefulness has no significant influence on purchase decision, and there is not a significant influence of trust on purchase decision as well.  However, there are 3 factors which have positive relationship with purchase decision. The result showed that perceived quality influences on purchase decision, influencer indicates a positive influence on purchase decision. Lastly, there is a significant influence of perceived enjoyment on purchase decision towards livestream shopping. Together, these three independent variables could explain 13.5% of the variation in purchase decision towards livestream shopping, with perceived enjoyment having the most significant influence on purchase decision towards livestream shopping at 24.8%.