THE INFLUENCE OF RATIONAL MOTIVATION, EMOTIONAL MOTIVATION, PAGE OWNER CREDIBILITY, AND SALES PROMOTION ON IMPULSIVE CLOTHING PURCHASE BEHAVIOR VIA FACEBOOK LIVE AMONG CONSUMERS IN CHIANG MAI

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Published: Apr 28, 2025

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Sombun Nankaeo
Faculty of Business Administration, North-Chiang Mai University, Thailand
Pongsiri Kamkankaew
Faculty of Business Administration, North-Chiang Mai University, Thailand
Phithagorn Thanitbenjasith
Faculty of Business Administration, North-Chiang Mai University, Thailand

Abstract

This study aimed to investigate the influence of rational motivation, emotional motivation, page owner credibility, and sales promotion on impulsive clothing purchase behavior through Facebook Live among consumers in Chiang Mai Province. This study employed a quantitative research approach using a cross-sectional survey design. The sample consisted of 400 consumers in Chiang Mai Province who had experience purchasing clothing via Facebook Live at least once. Participants were selected using convenience sampling. Data were collected through an online questionnaire using a 6-point Likert scale. The reliability of the instrument was confirmed with Cronbach’s alpha coefficients ranging from 0.798 to 0.852. Data were analyzed using descriptive statistics and multiple regression analysis to test the hypotheses. The results of the multiple regression analysis revealed that emotional motivation (β = 0.530, p < 0.05), sales promotion (β = 0.402, p < 0.05), and rational motivation (β = 0.174, p < 0.05) had a statistically significant positive influence on impulsive clothing purchase behavior via Facebook Live among consumers in Chiang Mai Province. However, page owner credibility (β = 0.022, p > 0.05) was not found to have a statistically significant influence on such behavior. Collectively, the four independent variables explained 72.0% of the variance in impulsive buying behavior (R² = 0.720).

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Vol. 3 No. 2 (2568): March-April 2025
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