Factors influencing consumers' intentions to shop handmade bracelets online of female consumers in Thailand.

Abstract

This research paper interests to learn factors which are factors influencing consumer’s intentions to shop handmade Bracelets online of female consumers in Thailand. There are many online jewelry stores in Online Channel, which gives women a lot of options to purchase. The research objectives are to study influencing personal factors such as age, gender, education, occupation, income level, and marital status, towards handmade bracelets buying decision. Second is to understand customer’s awareness and information search toward building the consideration. Third is to study and analyze the factors influencing consumers which the effective online marketing strategies and action to build the consumer’s satisfaction. This research uses quantitative method in order to approach the respondents of Thai female consumers in Thailand. Data were obtained from online questionnaires were usable for this study. There were descriptive statistics analysis. The sample populations expected to collect 150 respondents but were received, 137 respondents. The results show that the age range is 31-35 years old. As a result, after the data analysis was done, there were 4 factors (product, price, place, promotion) and four-level purchasing process, from the beginning of pre-purchase, information search of product, purchase, post purchase that help the online store prioritize about the awareness of the customer's perception.