A Study of Consumer Behavior, Trust and Electronic Word of Mouth Influencing Consumer’s Decision to purchase Buddha Amulets via TikTok In Nonthaburi Province, Thailand

Abstract

The objective of this research is A Study of Consumer Behavior (6W1H), Trust and Electronic Word of Mouth Influencing Consumer’s Decision to purchase Buddha Amulets via TikTok In Nonthaburi Province,Thailand. The sample consisted of 400 people who have purchased Buddha on TikTok and living in Nonthaburi province. The survey was conducted through a Google Form on Facebook fanpages. The population group choses The Factors in Consumer Behavior (6W1H): What, Why, When and Where. The Factors in Trust: Conflict Resolution. The Factors in Electronic Word of Mouth: Content on social media Influencing Consumer’s Decision to purchase Buddha Amulets via TikTok In Nonthaburi Province,Thailand. Other Factor did not significantly affect to purchase Buddha Amulets via TikTok in Nonthaburi Province, Thailand.