FACTORS INFLUENCING THAI CONSUMERS’ DECISION MAKING ON PURCHASING OF APPARELS VIA FACEBOOK PLATFORM

Abstract

Social media has become a major force in driving business sale especially in apparel industries that have been very dynamic. Of the most used social media network is Facebook. Facebook influences consumer buying decision by altering consumer decision paths by creating awareness, product promotion through adverts and influencers as well as aiding E-commerce activities. This study investigates factors influencing Thai consumers’ decision making on purchasing of apparels via Facebook platforms. To facilitate the study, a qualitative research approach is selected and involves thematic analysis of data collected from 10 Thai consumers through interviews. Analysis shows that Facebook truly supports apparel purchase via Facebook through celebrity influences, advertisements and appeals. Design, cost and quality of apparel are key factors considered by consumer before making a purchasing move while Facebook product reviews were realized to have much influences in convincing consumers to buy a product.