Office women online shopping behavior: a case study of lookbook.

Abstract

The aim of this study is to find consumer behavior by applying consumer decision making process theory with target group of young office lady towards online clothes shopping on a website for their fashion clothes. Using both of quantitative and qualitative methods to gather data, the quantitative method, questionnaire surveys were distributed both face-to-face and via online media, to 39 female office worker who live in Bangkok. Convenient sampling was used to distribute the questionnaires, and the quantitative data were collected in statistic. The qualitative data were collected by interviewed business partner of online clothes shop brand ‘Lookbook:)’ of how they manage their shop and become success online shop. The results show factors to catch up this target customer with a decision making process especially in the alternative evaluation process. KEY WORDS: Online