Factors influencing purchase decision of jewelry items from social networking.

Abstract

Many studies show that the social networking is effect on our daily life and consumer behavior. It has been rapidly growth in a few year in Thailand. Many kind of product were adopted to selling on social networking. Jewelry is a very interesting and a special characteristic. Moreover, we can found that many brand of jewelry sell directly to customers on social networking sites. This paper explore and investigate the factors which influence the purchase decision of jewelry items from social networking by employing value framework theory. The theory suggests that as consumer increasingly purchase intention with the total value, which consist of functional values, emotional values, and social values. This research also provides information about general behavior of jewelry consumer who purchase from social networking and also factors which influence purchase decision of jewelry consumer. These findings can also have the practical implication as they can used to guide sellers and marketers in determining the suitable strategy for different types of jewelry products.