Understanding Thai young adults toward cloth shopping on social media.

Abstract

The purpose of this study is aim to understand reasons why Thai young adult choose to shop for their cloth on social media websites such as facebook, instagram, twitter. In addition, researcher also wants to identify the relationship between purchasing intention of those who choose to shop on social media websites. The population of this study is defined as Thai young adults, 25 – 34 years old, who have experiences in shopping for their cloth on social media websites in the past 2 months. This research was conducted by questionnaire 110 respondents via Googledoc. and analysing by descriptive statistic, multiple regression and T-test. This research concentrates on four key factors that influence Thai young adult choose to shop for their cloth on social media websites which are online word of mouth, reliability, economic motivation and service convenience. The influencing factor is service convenience which has strong correlation with purchase intention.