RESEARCH ON FACTORS AFFECTING THE DECISION TO BUY FASHION PRODUCTS THROUGH LIVESTREAM OF STUDENTS OF THE FACULTY OF ECONOMICS, DONG THAP UNIVERSITY

Abstract

This study was conducted to examine the factors affecting the decision to buy fashion products, which are clothes through the form of "live stream" of students of the Faculty of Economics, Dong Thap University. Based on a review of previous studies, the author has built a questionnaire and conducted an online survey of 400 students of the Faculty of Economics, Dong Thap University. The results obtained 365 responses, including 332 valid responses and the author conducted coding, data entry and preparation for analysis. Besides, the author used data analysis methods such as: Cronbach's Alpha reliability test, exploratory factor analysis, correlation test and multiple linear regression analysis with the support of SPSS software tool. Research results show that there are 04 factors: trust, electronic word of mouth, seller attractiveness and price suitability that have a positive impact on purchasing decisions. In particular, trust is the factor that has the strongest influence on students' purchasing decisions. At the same time, in this study, the influence of the factor "seller knowledge" has not been found on students' purchasing decisions.