Trust as a mediator of the ralationship between Facebook live-streaming and purchase intention : applying stimulus-organism-response (S-O-R) paradigm
Facebook is the most popular social media in Thailand. Because it is easy to use and useful, technology is developed, and new features created. Nowadays, Facebook is using a new formal known as broadcasting via Facebook live, which is a presentation of a video formal that users can live-streaming. It also includes a live chat with the audience's message display at that time. This paper aims to apply stimulus-organism-response (S-O-R) paradigm to construct the model of purchase intention via Facebook live. The study explores how Facebook live activities as social media marketing, build purchase intention and how this relationship is mediated through customer trust. The empirical investigation involves a self-administered and a structured questionnaire, distributed through a convenience sample of 609 undergraduate students. Data analysis was conducted through AMOS for evaluating the measurement and structural model of the study. The credibility, entertainment and information of Facebook live-streaming determine what it offers to influence the trust of the customer that will influence their purchase intention. Empirical analyzes show that trust of young customer is significantly influenced by the credibility and information of Facebook live-streaming, and purchase intention is directly significantly influenced by the entertainment and information of Facebook live-streaming. Furthermore, the findings show that the trust is full mediation between credibility of Facebook live-streaming and purchase intention, and it is a partial mediator between information of Facebook live-streaming and purchase intention.
รางวัล The Best Paper Award ในการนำเสนอในงานประชุมวิชาการระดับนานาชาติ The international conference of emerging media & communication 2021 (ICEMC2021) ระหว่างวันที่ 1 – 3 มิถุนายน 2564