FACTORS AFFECTING SPENDING DECISION-MAKING BEHAVIOR IN TIKTOK LIVE PK AMONG USERS IN THAILAND

Abstract

The study analyzed spending behavior in TikTok Live PK and examined how demographics, social influence, and gamification were related to this behavior among users in Thailand. It also examined whether spending behavior differed across demographic groups. Data were collected through an online survey of TikTok users aged 20-50 years who lived in Thailand, had watched TikTok Live PK within the previous six months, and had purchased coins or sent virtual gifts. After data cleaning and quality checks, 569 responses were included in the analysis. Descriptive statistics, one-way ANOVA, Welch’s ANOVA, correlation analysis, and multiple regression analysis were used. The results showed that spending decision-making behavior differed across gender and age groups, while no significant differences were found for education, occupation, income, or region of residence. Gamification had a significant positive effect on spending decision-making behavior ( = .633,  < .001). Social influence did not have a significant unique effect when it was considered together with gamification ( = -.004,  = .920). The model explained 39.8% of the variance in spending decision-making behavior ( = .398). The results suggest that gaming elements in Live PK are associated with users’ decisions to spend on virtual gifts.

Keywords: TikTok, Live PK, Gamification, Social Influence, Spending Decision-Making Behavior, Virtual Gifts