Factors Affecting Food Purchasing Decisions Via Facebook Live
Authors: - Sangpin Pinyapat , - Chaipinchana Punnuch 
Published: May 2023

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