This study aims to examine and analyze the
demographic characteristics influencing unplanned purchasing
behavior of frozen seafood through Live Streaming and to explore
digital marketing strategies affecting such behavior. This
quantitative research collected data from 400 participants who had
previously purchased frozen seafood via Live Streaming. Statistical
tools used for analysis included T-test, One-way ANOVA, and
Multiple Regression Analysis.
The findings revealed that most consumers were female, aged
21-30, single, with an average monthly income of 15,001 - 30,000
THB, holding a bachelor’s degree, and were students residing in the
central region. They predominantly made purchases through the
digital platform TikTok. Factors such as marital status, average
monthly income, education level, region, and digital platform showed
significant differences that influenced unplanned purchasing
behavior of frozen seafood.
Digital marketing strategies, including influencer marketing,
content marketing, and promotional strategies, significantly
impacted the unplanned purchasing behavior of frozen seafood via
Live Streaming.