INFLUENTIAL MARKETING FACTORS ON PURCHASE DECISION OF FAST FASHION PRODUCTS THROUGH INFLUENCER LIVE STREAMING ON FACEBOOK IN THAILAND
Article Sidebar
Main Article Content
Abstract
This research aims to analyze the marketing factors influencing consumers’ purchase decisions of fast fashion products through influencer live streaming on Facebook Live in Thailand. The study focuses on the roles of Ideal Self, Parasocial Relationship, Social Presence, Persuasion, Extended Self, Trust, and Customer Engagement. A quantitative research approach was employed, with data collected from 385 consumers who had experience watching and purchasing fast fashion products via Facebook Live. A structured questionnaire using a five-point Likert scale was utilized, and the data were analyzed using descriptive statistics, Confirmatory Factor Analysis (CFA), and Structural Equation Modeling (SEM).
The findings indicate that the majority of respondents were female (63.38%) and aged between 18–25 years (81.56%). Most participants reported purchasing products through live streaming approximately 1–2 times per week (83.12%). The results of the structural equation modeling reveal that Trust, Persuasion, and Parasocial Relationship have positive effects on Customer Engagement, while Customer Engagement has a direct effect on consumers’ purchase decisions of fast fashion products through influencer live streaming. The findings provide practical implications for entrepreneurs and marketers in developing influencer marketing and live streaming strategies to enhance consumer trust, increase customer engagement, and promote purchase decisions in the fast fashion market.
Article Details
References
Belk, R. W. (1988). Possessions and the extended self in consumer behavior. Journal of Consumer Research, 15(2), 139–168.
Bentler, P. M., & Bonett, D. G. (1980). Significance tests and goodness of fit in the analysis of covariance structures. Psychological Bulletin, 88(3), 588–606.
Bhardwaj, V., & Fairhurst, A. (2010). Fast fashion: response to changes in the fashion industry. The international review of retail, distribution and consumer research, 20(1), 165-173.
Bollen, K. A. (1989). Structural equations with latent variables. New York: Wiley.
Brodie, R. J., Hollebeek, L. D., Juric, B., & Ilic, A. (2011). Customer engagement: Conceptual domain, fundamental propositions, and implications for research. Journal of Service Research, 14(3), 252–271.
Byrne, B. M. (2012). Structural equation modeling with AMOS: Basic concepts, applications, and programming. New York: Routledge.
Cochran, W. G. (1977). Sampling Techniques (3rd ed.). New York: John Wiley & Sons.
Gefen, D., Karahanna, E., & Straub, D. W. (2003). Trust and TAM in online shopping: An integrated model. MIS Quarterly, 27(1), 51–90.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate data analysis (8th ed.). Boston: Cengage Learning.
Horton, D., & Wohl, R. R. (1956). Mass communication and parasocial interaction: Observations on intimacy at a distance. Psychiatry, 19(3), 215–229.
Howe, S. (2025). 2025 Social media statistics for Thailand. Meltwater. Retrieved September 10, 2026, from https://www.meltwater.com/en/blog/social-media-statistics-thailand
Hu, L. T., & Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis. Structural Equation Modeling, 6(1), 1–55.
Jamie. (2025, September 24). The rise of shoppertainment: Mastering social commerce in Thailand. Northern Kites.
Jansom, A., & Pongsakornrungsilp, S. (2021). How Instagram influencers affect the value perception of Thai millennial followers and
purchasing intention of luxury fashion for sustainable marketing. Sustainability, 13(15), 8572. Retrieved September 10, 2026 from https://doi.org/10.3390/su13158572
Kline, R. B. (2016). Principles and practice of structural equation modeling (4th ed.). New York: Guilford Press.
Kumar, A., & Gupta, R. (2020). The Impact of Live Streaming on Consumer Purchase Intention: A Study of Social Media Influencers. Journal of Retailing and Consumer Services, 57, 102-104.
Li, P., Spence, C., & Wu, C. (2025). What motivate consumers’ purchase intention and the intention to continue watching in livestream shopping. Humanities and Social Sciences Communications, 12, Article 1061.
Li, X., Spence, C., & Wu, L. (2025). Live streaming commerce: Consumer engagement and purchase behavior. Journal of Retailing and Consumer Services, 74, 103472.
Lou, C., & Yuan, S. (2019). Influencer marketing: How message value and credibility affect consumer trust of branded content on social media. Journal of interactive advertising, 19(1), 58-73.
MacCallum, R. C., Browne, M. W., & Sugawara, H. M. (1996). Power analysis and determination of sample size for covariance structure modeling. Psychological Methods, 1(2), 130–149.
Mulaik, S. A., James, L. R., Van Alstine, J., Bennett, N., Lind, S., & Stilwell, C. D. (1989). Evaluation of goodness-of-fit indices for structural equation models. Psychological Bulletin, 105(3), 430–445.
NapoleonCat. (2024). Facebook users in Thailand. Retrieved September 10, 2026, from https://stats.napoleoncat.com/facebook-users-in-thailand/2024/01/
Nguyen, T. H. (2025). Social media credibility and online purchase intention. Journal of Digital Marketing Research, 12(1), 45–60.
Pinchuck, J. (2024, July 30). Facebook, LINE and TikTok are leading Thailand’s leading social networks. Thailand Business News.
Sharma, A., & Malik, P. (2025). Social media in the fashion industry: Trends & campaign ideas for 2025.
Sun, Y., Shao, X., Li, X., Guo, Y., & Nie, K. (2019). How live streaming influences purchase intentions in social commerce. Electronic
Commerce Research and Applications, 37, 100886.
Territory Influence. (2023). How Influencers Are Reshaping The Fashion Industry. Retrieved from Territory Influence.
The Story Thailand. (2025, November 27). Thailand’s digital economy set for $56 billion milestone in 2025.
Wongkitrungrueng, A., & Assarut, N. (2020). The role of live streaming in building consumer trust and engagement with social commerce sellers. Journal of Business Research, 117, 543–556.
