The factors influencing clothing purchase of Thai customer.

Abstract

Thailand’s e-commerce section is booming and becoming one of Asia’s top performance. Moreover, more Thai customer become more familiar with online shopping and purchasing things online. Therefore, understanding how consumer behave in this new channel is an important for marketer and business owner. The purpose of this study was to examine factors that lead consumers to purchase clothing product in online context. This research uses a convenience sampling method by using an online questionnaire to collect the data. The sample of 172 participants who experienced on online clothing purchase or participants who willing to make online clothing purchase in the future. The findings of this research show that customer would like to receive information of product and service because information help customer to feel effortless once customer have to make a final decision. Moreover, the result showed that customer also would like to feel safe because online channel is still new for some Thai customer and customer have to make advance payment to a seller. Therefore, product information quality, service information quality and security perceptions affect relational benefit, that, in turn, is significantly related to each site commitment and actual purchase behaviour.