The objective of this study is to explore the purchasing behavior of buyers for infant products via Social Commerce in the Mueang district, Surat Thani province. Furthermore, the research aims to study the factors associated with the buying behavior of infant products through Social Commerce in the same region. The sample group for this study consists of individuals aged 21-60 years, with children aged 0-3 years, residing in the Mueang district of Surat Thani and having experience purchasing through Social Commerce. Data was collected from 400 respondents using interviews. Statistical analyses were applied including frequency distribution, percentage, mean, standard deviation, and Chi-Square Test. The research findings revealed that: The most significant group purchasing through Social Commerce is predominantly females aged between 30 and 40 years, with one child, engaged in private business and homemaking, having an average monthly income of 15,001 to 30,000 baht, where both parents are responsible for child-rearing. Personal factors such as gender, number of children, and average monthly income influence the type of product purchased, the person responsible for managing expenses, the value of the product purchased monthly, and the most preferred platform for purchase. The primary motivation for purchasing is the fear of the spread of Covid-19, followed by the reputation of the shop, relationships, and information presentation. Motivation based on trust had the least correlation with purchasing behavior. The study suggests that businesses should emphasize presenting interesting store information and cultivating relationships with consumers. Effective information presentation can attract consumers to view products, while good relationships can facilitate purchase decisions.