Factors affecting purchase intention of clothing on social media stores in Thailand.

Abstract

The objective of this research is to identify the factors impacting Thai consumers toward online clothing shopping through social media stores e.g. Facebook page and Instagram. In order to identify and understand the factors comprehensively, the in-depth qualitative interview was conducted to each of the 11 selected participants who have various exposures to clothing online shopping experience. Findings from the research show that consumers are stimulated to have purchase intention by nice pictures through Facebook ads. Subjective Norm also has influence to purchase intention, but only a little impact to a final decision. Specific price range for each individual are set in mind whether the decision can be made quickly. Moreover, consumers agree that there are various risks associated to the purchase of clothing online which result in different individual risk tolerance and preferred techniques for risk screening and management. In conclusion, the popularity of Facebook in Thailand has provided a decent opportunity for online clothing business and that enables the advertising through Facebook ads to be effective. Thai consumers perform their own risk screening before placing orders. Therefore, it is considered quite a bright future for businesses to utilize social media for the businesses.