The key factors that influence the buying behavior of Thai people on Instagram.

Abstract

The study aims to understand what are the key factors that influence the buying behavior of Thai people on Instagram? It is important for brands to be aware of the path that consumers take to make decisions when researching online to influence brands positive return on investment. The research methodology was applied by using Qualitative method. Ten persons participated in the interview. The age rank from 22-35. These participants were from Bangkok who used to buy the product on a regular basis from Instagram. The results revealed that consumers tend not to rely on peers communications through online channels such as review sites and search. Surprisingly, Uniquness of the product, the convenience are more significant than peer communication. Therefore, opinions of others do not have much effect in comparisons and influences on Thai consumer. The result also revealed that Thai consumers would rely and trust the product itself and the credibility of the Instagram shop.